lIPLAY+
ART DIRECTION + DESIGN
INSTAX
What is it?
A launch campaign for Instax’s LiPlay+ hybrid instant camera, built around its signature feature: the ability to capture both what you see and yourself at the same time. The work introduced a new visual language that made the dual-lens experience feel intuitive, playful, and unmistakably instax.
What DID I DO?
I art directed the visual approach, developing a dynamic camera move that revealed the front and back lenses in one seamless shot before the photo was taken. I also helped guide the color palette and overall styling to ensure the product felt fresh while still living cohesively within the broader instax lineup.
HOW DID I DO IT?
By translating a technical feature into a clear visual idea, I helped shape an approach that made the dual-lens function feel intuitive and engaging. Working alongside motion and design partners, we explored ways to express both perspectives within a single seamless moment.
