Global Citizen is a NGO with an interactive approach: they have an app to inform, inspire and make people take action with just a tap of their fingers.

We were tasked to create a 1:1 instagram-friendly video to promote the app.

The format sparked our idea: people tap and pour their hearts on everything they see through square-looking pictures on Instagram, but if they used the same amount of taps in Global Citizen, there would be better consequences.

“A square shows you the problems of the world, a circle lets you change it.”

We showed this insight in the form of pictures in a 1:1 square format, to then morph the figure into the Global Citizen logo, stating that change is one tap away.