Land Rover has a rich history of telling epic adventure stories through television. To launch the new Discovery Sport–the brand’s first entry-level Land Rover targeted towards a much younger audience–we decided to tell unique adventure stories entirely on Instagram.
In one of the first ever Instagram hacks, we hijacked Instagram’s tile layout and shot hundreds of tiles, dozens of films, and assembled them using a custom algorithm that allowed us to create two huge scrollable adventures. Key objects and moments became films which dived deeper into the protagonists’ story, or taught outdoor survival skills like how to identify edible plants, start a fire, or build a compass.
