PROJECT SCOPE
[Spec Work]*
Creative Direction
Brand Strategy
Social
Marketing
Experiential
PROBLEM
#WHATSONYOURHEART
When perfection becomes the standard,
our real feelings get filtered out.
Our feeds show polished moments and filtered emotions, even as millions silently struggle behind the screen. In a world shaped by fast-moving social media, it becomes easier to scroll past our feelings than to acknowledge them.
INSIGHT
People don’t need perfect posts, they need a safe space to be real.
When people are given the space to express themselves without judgment, it reduces emotional pressure, strengthens connection, and shifts how they experience the world both online and offline.
BIG IDEA
Invite the world to #ShareLove and say #WhatsOnYourHeart — online and #IRL.
A movement turning Instagram into a space for emotional honesty, reflection, and support. By encouraging people to express how they truly feel, the campaign transforms posting into vulnerability and scrolling into connection.
DIGITAL
Meet Amora: Instagram’s new #HeartToHeart companion.
An AI companion that prompts users to check in with their emotions and engage in supportive heart-to-heart conversations. Amora validates feelings, offers coping tools, and creates a comforting space for users to open up.
OUT OF HOME
Love runs deeper in the
City of Brotherly Love.
Leading up to the event, citywide ads and parking-ticket flyers spark curiosity and drive people to the HEART BEATS playlist. Instagram prompts, polls, and stories encourage honest conversations and build momentum around mental health.
EXPERIENCE
Love Park
Phildelphia, PA
On Valentine’s Day, LOVE Park turns into an immersive pop-up with #HeartToHearts, anonymous notes, therapists, a photobooth, a DJ, and food made with love. It offers a moment to connect, reflect, and open up beyond the feed.
IMPACT
Leave with a little more love than you came with.
Freebies like bags, stickers, and heart-shaped tokens serve as keepsakes that reinforce the message of sharing love. The event sparks in-person connection and generates shareable content that continues the movement long after the day ends.