Service | Creative & Art Direction
Industry | Social App Experience
Year | 2021
A collection of cinematic narratives celebrating the power of intent and the spirit of the maker.
Despite being a leader in the visual discovery space, Pinterest needed to articulate its unique value proposition as a platform for active doing, rather than just passive scrolling. Working within a multi-agency scope, my partner and I were tasked with developing Pinterest’s first major foray into the social content sphere to highlight the tangible impact the platform has on its users' lives. We explored the platform to find authentic, diverse stories—from specialized craftsmen to backyard DIYers—and used their real-world Pinterest boards as the blueprints for our production. Our goal was to create a cohesive series of storyboards and sizzle reels that proved Pinterest is where your "What Ifs" become a reality.
Our concept was selected as a lead campaign, successfully articulating the brand’s perspective on the "power of the maker" to a global audience. By focusing on the specialized expertise of real users—like the "Burger Man" or the intricate "Ladies" collective—we humanized the platform and successfully shifted the narrative from "digital curation" to "physical creation." The campaign was a commercial success, providing a scalable content framework that Pinterest utilized to launch its inaugural social media presence. Ultimately, we delivered a series of high-fidelity films that resonated with the DIY spirit of the audience while maintaining the sophisticated, curated aesthetic that the Pinterest brand is known for.