Our goal was to increase engagement and thereby drive awareness and sales. We scanned through user behaviour on instagram and had a clear observation: Users explore all the filter options that instagram offers for every photograph that they upload. This is how they discover what looks the best

We began looking at what goes into building the much loved Instagram experience and focussed our efforts specially on its filters.

In layman’s terms, our research revealed that filters are a combination of effects that use image processing techniques. They manipulate curve profiles, blending modes and colour hues. but each filter is different. Some of them can desaturate your image, or intensify all your colours and shadows or even brighten highlights. We used this science to our advantage.

And along with the insight ‘Discovery through exploration excites people’, we created what we called The Magic Filter hack for Croma’s instagram.

Here’s an AV, to show you just what we did: