“Grammasters” Hit the Road for Netflix
Most brands are using Instagram wrong. They put ad-like things on the platform and no one pays attention.
Netflix and MUH-TAY-ZIK | HOF-FER set out to create Instagram content that users actually want to see; content born from artistic photography.
Our idea: take photos of iconic TV and film locations from across the continent.
First, we needed help. We posted a notice:
“Wanted: “Grammaster” to travel the continent and post for Netflix.” We culled through 70,000+ Instagram applications and selected three Grammasters. We created a cross-country itinerary and sent them on their way, but not without company. We also assembled a documentary crew to film the photographers’ journeys. And to see how fans react when they visit the locations of their favorite films.
- In the end we created over 50 Instagram posts.
- A :30 spot.
- A video about the Grammasters.
- The “Grammaster” project is now in the process of being applied to different countries around the world.