When creativity meets the streets, culture shifts — and Instagram just proved it.
From the Feed to the Streets: A Night at Skylight
SSU led the creative production for Instagram in one of its most daring cultural initiatives — the “ANYWAY” campaign. The event brought digital creativity to life with a real-world takeover at Skylight, featuring electrifying performances by Kaytranada, Kitty Cash, and SailorR.
The atmosphere was electric, turning Instagram’s narrative into a multisensory experience for a new generation of creators.
Tyler, The Creator x Meta: Making Waves on Melrose
One of the most iconic out-of-home moments of the campaign was the collaboration between Meta and Tyler, The Creator (Felicia the Goat), who created massive buzz on Melrose Crossing. The visuals were bold, rebellious, and completely in line with the campaign’s message: Ask It Anyway.
This was more than a billboard — it was a movement seen and felt across Melrose, marking Instagram’s presence in real life like never before.
Creators Who Push Boundaries
Instagram’s “ANYWAY” campaign took a cinematic turn with a lineup of visionary creators who define today’s cultural edge. Each short film was crafted by trailblazers like Rosalía, Fred Again, Cole Bennett, Clint419, Nadia Lee Cohen, and Olaolu Slawn.
From raw storytelling to surreal visuals, each piece challenged norms and celebrated bold self-expression. These creators didn’t just participate — they reshaped how audiences experience content in and out of the digital world.
Skylight Event Brings Instagram’s Vision to Life
To kick off the “ANYWAY” campaign, Instagram partnered with creative studio SSU to craft a real-world launch event that blurred the line between online influence and physical presence. Held at Skylight, the evening featured live sets from Kaytranada, Kitty Cash, and SailorR, capturing the platform’s cultural heartbeat.
The event wasn’t just a party — it was a bold declaration of how digital storytelling, when paired with OOH experiences, can spark unforgettable moments in public spaces.
Meta & Tyler, The Creator Light Up Melrose Crossing
In one of the campaign’s most talked-about moments, Meta teamed up with Tyler, The Creator (aka Felicia the Goat) to transform Melrose Crossing into a creative landmark. With striking visuals and disruptive messaging, the collaboration embodied the campaign’s rebellious spirit: Ask It Anyway.
This activation proves the power of billboard advertising in turning high-traffic locations into viral, real-life conversations — a reminder that OOH campaigns can drive just as much buzz as digital ones.
Who Push Boundaries: Instagram’s Star-Studded Lineup
Instagram’s “ANYWAY” campaign took a cinematic turn with a lineup of visionary creators who define today’s cultural edge. Each short film was crafted by trailblazers like Rosalía, Fred Again, Cole Bennett, Clint419, Nadia Lee Cohen, and Olaolu Slawn.
From raw storytelling to surreal visuals, each piece challenged norms and celebrated bold self-expression. These creators didn’t just participate — they reshaped how audiences experience content in and out of the digital world.
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