The brief: The Internet can be a pretty dark place where bullying comments and hate speeches can takeover the light hearted content. Instagram asked us to make a campaign to show people how to kill these hateful comments with kindness.
We wanted to show Instagram users that they can win any battle by using their hearts. And for this, we made from scratch an old school arcade game called Flip Off where players take aim at the block of middle fingers and shoot hearts at them, converting them to thumbs up, peace signs, and other positive hand gestures. We built the machine, designed it, and coded it all in house to pitch the idea to Instagram with a real prototype.