crack the us open

A few geniuses and I turned the world's most popular photo-sharing app on its side and into a first-of-its-kind interactive photo hunt, giving tennis fans a chance to win their way into the US Open. And it didn't take a single line of code – just a whole lot of planning to arrange 225 carefully orchestrated Instagrams into a giant panoramic photo mosaic right within the default profile view. 

Anyone clever enough to decipher our riddles and spot the right characters in the crowd to find the tickets first got to attend the Men's Final.

It was named Nitrogram's #1 most Innovative Instagram Campaign of the Year and "pretty cool i guess" by my lovely mother. Though Instagram's design has changed a bit, you can still see the account at @crack_the_us_open

Press: Creativity Online / Business Insider / Digiday / Instagram Blog

Awards: ACIP - Winner - Mobile /ACIP - Winner - Social / Cannes Shortlist - Mobile / Cannes Shortlist - Promo / Mashies - Winner - Best Use Of Instagram / Webby - Nominee - Promotion & Contest / Webby - Nominee - Native Advertising / Young Guns - Merit - Mobile

Role: Creative / i also appear at least 3 times in the mosaic at no extra charge.

A clever use of Instagram by a brand that has been encouraging spotanaeity and adventure in its messaging.
— Creativity
A very original campaign that “Hacked” a social network to create a new experience for fans, managed in real time with quick reactivity from community managers.
— nitrogram