Description
Instagram has launched a new campaign announcing the arrival of Reels on connected TV, marking the platform’s first expansion beyond mobile and desktop. Created by Special US and directed by SMUGGLER’s C Prinz, the work introduces Reels as a shared, living-room experience rather than a purely personal one.
The 30-second spot reimagines Instagram’s signature scrolling behaviour for the big screen using a custom film technique and post production by Brash. Each time a Reel scrolls upward, the entire room moves with it, furniture and people included, making it feel as though the physical space itself is scrolling.
Featuring creators across food, sport, and art, including Zach Choi, Zeb Powell, Its.Emei, and Norah Yarah Rosa, the campaign shows how Reels on TV deliver entertainment distinct from traditional streaming. The work positions Reels as communal viewing, extending Instagram into the spaces where people already watch together.
This professional campaign titled 'Reels on TV' was published in United States in January, 2026. It was created for the brand: Instagram, by ad agency: Special US. This Film medium campaign is related to the Electronic Devices and TV and Streaming Promos industries and contains 1 media asset. It was submitted 17 minutes ago.
