New York Public Library Insta Novels

Insta Novels is a re-imagining of the way we read, bringing full-length novels to Instagram stories, through the NYPL Instagram account. The process involved creating an identity for the campaign and designing for a completely new reading format, typesetting hundreds of pages for the mobile screen. The project brought nearly 100k new followers to the @NYPL account in the first few weeks of its launch. Art Direction: Lauren van Aswegen Agency: Mother New York Awards: Ad Age, Webby Awards, One Show