Meta wanted to promote its new interactive features – including Add Yours, Re-Share, Polls and Instagram Stories –  across all age groups, showing how they encourage people to connect on the social platform. Untold Fable partnered with Meta’s in-house creative agency, Creative X, to produce “Moonshot”, a vibrant, social-first campaign celebrating how Instagram’s latest interactive features connect people through creativity and shared experiences. The plan was to create a series of stills and short videos that captures the joy, chaos and connection that define the Instagram experience demonstrating how even the simplest interactions can bring people closer online.

Untold Fable commissioned London-based filmmaker Silence to direct three 15-second spots, shot across multiple London locations over three high-energy days. From night shoots to animal wrangling (dogs, chickens, and more), the production team embodied agility, creativity and precision at every step. The three videos were:

• “Mates in Common” explores how Instagram Stories help uncover mutual connections in unexpected places.

• “Gremlins” celebrates pet owners using Add Yours to spark trends, connect with others, and share their passions.

• “Lessons Learnt” turns the humble meme into a bridge between people bonded by shared humour and experience.

“Lessons Learnt” and “Gremlins” were distributed across Instagram, as well as YouTube, Pinterest, TikTok, and Amazon, with “Mates in Common” launching on Instagram’s owned channels.

Working with the Meta and IG teams on this campaign was a true highlight of an ambitious, fast-paced project that brought together an incredible mix of talent, creativity, and controlled chaos. From dog trainers to chicken wranglers, hair stylists to on-set VFX artists, it was a shoot that demanded precision and flexibility in equal measure.

Untold Fable commissioned London-based filmmaker Silence-Lola to direct three 15-second spots, shot across multiple London locations over three high-energy days. From night shoots to animal wrangling (dogs, chickens, and more), the production team embodied agility, creativity and precision at every step.