Instagram Blends Personal Stories with Universal Truths in Powerful Film
In an authentic campaign that blends personal stories with universal truths, diversity-led production company NERD Productions, in collaboration with Meta and DEPT agency, have crafted a film that goes beyond the typical commercial narrative. Directed by Kyla Philander, the film presents a deep, emotionally charged portrayal of community and connection, shining a spotlight on our protagonist navigating a unique health journey and building her own community along the way. The production team, agency, brand and creators, including photographer Ira Giorgetti, producer Phil Burgess, and executive producer Milana Karaica, worked together to ensure that the final film was authentic, inclusive, and reflective of the creators' real-life experiences.
A human-centred approach
Kyla Philander, known for their ability to bring out strong emotions and craft cinematic experiences, embraced a unique approach to this project by working with Instagram creators instead of traditional actors. “Storytelling really comes through the humans telling the story,” Kyla explains. “Whether they’re professional actors or IG creators, my priority is connecting with them on a human level.”
The decision to work with creators added a collaborative energy to the project. Unlike professional actors, who typically rely on the director for guidance, these creators contributed their own ideas, influencing the direction of the film. "With creators, it was more of a conversation,” Kyla says. “We brainstormed together, especially with wardrobe and styling, to make sure it felt true to who they are. I didn’t give them too much structure. I put them in scenarios and let them embody their authentic selves."
Photographer Ira Giorgetti echoes Kyla’s feeling, noting that working with creators brought a unique spontaneity to the shoot. “They naturally bring an element of self-awareness and creativity to the table. I respected that and captured the spontaneity of them being in control of their narrative,” Ira shares.
The casting process for this film was a collaborative effort between NERD Productions and the Raw Research team. Kyla highlights how Katie Moriarty-Hopper, casting director, created an ideal mix of individuals whose stories could resonate with audiences. “Everything felt fluid and natural,” they note. “It shaped the characters and ensured everything was authentic and truly relatable.”
Phil Burgess, the film’s producer, emphasised that casting real content creators was essential for this campaign. “Real people bring a level of authenticity that’s hard to replicate with actors,” Phil explains. “We spent a lot of time interviewing creators to ensure they were perfect for the campaign - not just for their autoimmune conditions, but for their stories and how they fit together as a group.”
Community and connection
At the heart of the film lies a powerful message about the importance of community. “Regardless of your circumstances, fostering a sense of community is life-changing,” Kyla says. “The film highlights how important human connections are, especially when navigating personal health journeys.”
Beyond casting, Kyla took the time to understand the community the selected creators represented. “I spent time talking with them about their lives and their communities. It was about building that connection,” they say.
Phil Burgess adds that the production team was mindful of accommodating the creators' health conditions, particularly for those with autoimmune disorders like Coeliac disease. “We made sure everything, from food to travel arrangements, was carefully considered to avoid health risks and ensure comfort,” Phil explains.
Executive producer Milana Karaica points out that collaboration and trust, above all are central to the film's success. “The shoot felt like a group of friends crafting something together,” Milana says. "The agency and client made an environmentally friendly decision not to attend the shoot, but they trusted our process, which only made the process smoother.”
Ira adds that the collaborative nature of the project allowed for more authentic storytelling. “We spent much time observing, discussing, and adapting on the fly. The creators had a strong sense of ownership over their portrayal, making capturing real emotions easier,” Ira notes.
One of the standout elements of this project was its intentional focus on inclusivity and authenticity. “It’s not just about casting diverse talent,” Ira emphasises. “It’s about making sure those individuals feel genuinely seen and understood throughout the process.”
The result is a film that resonates deeply with audiences, particularly within niche communities. The collaboration between the creators, director, and production team allowed for a level of authenticity rarely seen in commercial campaigns. “It’s about more than ticking boxes,” Milana says. “It’s about ensuring that our imagery reflects the real world in an authentic and positive way.”
Kyla shared that they unintentionally told a version of their own story through one of the characters. “It was a special experience,” they say, emphasising the personal connections that fueled the creative process.
The film serves as a reminder that true diversity in storytelling comes from understanding the nuances of human experience. “If brands are serious about bringing diversity into their work, it’s about understanding the subtlety of human experience,” Kyla asserts. “This project balanced that beautifully, showing that the story couldn’t exist without these characters - but it’s not just about their diagnoses. It’s about their shared human experience.”
For NERD, bringing this campaign to life was an opportunity to collaborate with real people, tell honest stories, and create something that will resonate with audiences for years to come in a true NERD fashion.
