Tyler, the Creator is sharing his wisdom in a new Instagram spot that encourages people to feel positively about posting their creative output on the social media app. Be it dance, paintings or fit checks, the LA-born rapper explains that you just never know who might see it and champion the work.
Soundtracked by Tyler’s hit song St Chroma from his most recent album, Chromakopia, the short film shows the rapper talking to young people about not caring what anyone thinks, alongside snippets of videos that people have posted on the app.
Titled ‘Anyway,’ the work from Uncommon New York launched during the NBA Finals and has already reached over 90 million people in-app. To coincide with the film, there’s also an outdoor series called ‘Button’ in London, LA, New York, Chicago, Barcelona and Madrid.
It’s the biggest brand campaign from Instagram in its 15-year history.
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