Menlook Created The First TV Ad Composed From Instagram Photos

Menlook, men’s lifestyle and e-commerce site, used photos from influential Instagrammers for its new TV ad.

Menlook’s first-of-a-kind campaign was created by the digital agency Kindai and uses the popular flat lay trend on Instagram, a technique of organizing items into an aesthetically pleasing arrangement and photographing them from above.

Alain Bretillot, head of brand content at Kindai, said in a statement:

We wanted to take Instagram out of your smartphone: It’s a way of cutting loose from communication standards in the fashion world and asserting Menlook’s digital DNA.

The photos used in the campaign were taken by five influential Instagrammers: Romain Costa, Quyen Mike, Will Taylor, Tarek Q and Filippo Cirulli.

Marc Menase, president of the Menlook Group said:

Today, brands repurpose their TV campaign on Instagram, but we have chosen to capture the creativity and spontaneity of this social network and transpose it to this long-established advertising format.

The spot is part of a multi-channel campaign, including TV, social media and a competition for consumers to win €10,000 by using the hashtag #MyMenlook on their flat lay photos.

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