The Shameless Kids of Instagram

Background:

Shameless was the youngest skewing show at Showtime, with a rabid, digitally active fanbase. The launch of Instagram brand accounts in 2014 provided an opportunity to use the popular social platform to continue to grow and mobilize the Shameless community.

Insight/Strategy:

The launch of the Shameless instagram needed a hook — something to match the irreverent nature of the show and provide content

Concept:

At the time there was a popular/cringe-worhty instagram handle called the Rich Kids of Instagram (#RKOI).  Since the Shameless characters were all shameless, poor, and living working-class lives focused on hustling and scamming, I pitched a parody of The Rich Kids of Instagram called the Shameless Kids of Instagram which was an in-character transmedia extension that featured faux posts mocking the rich kids lifestyle and embracing their modest life.

Execution:  

Shot on set in Burbank, CA and Chicago, IL, I worked with unit photographers to direct each photograph.

Results:   

The Shameless Kids of Instagram launched with a company press release and an exclusive placement with a first look with a media outlet.  The images provided fresh content to help us grow the Shameless Instagram account to be our biggest account.  They were also used in paid media and outperformed the series key art paid posts, via A/B testing.