We wanted to attack all the Instagram clichés: poorly exposed sunsets, unfocused food photos, mirror selfies, and dark club pictures during a girls’ night out. So we re-created people’s bad photos in a response-style campaign where we re-shot people’s Instagram posts on the Samsung Galaxy S7.

Whenever possible, we aimed to perfectly re-create every element of the photos. But there were cases in which we knew we wouldn’t have access to actors, props, or locations that were in the original pictures. In those instances, we would creatively replace those elements in our photos. For instance, a stuffed fox could replace a real fox, or a rock-climbing mannequin could replace a real rock climber.

We re-created people’s photos in a response-style campaign where we re-shot people’s Instagram posts on the Samsung Galaxy S7. Users opted in via commenting with #S7myPic on an image they wanted us to re-create. We hired a bunch of actors, got a variety of props, and selected tagged photos shot on inferior camera phones that we could make better. We mirrored each image as closely as possible as quickly as we could and then replied back with our much better-looking photo. “Hey, @soandso! Your photo would look a lot better if it were shot on a Samsung Galaxy S7.”

During the three-day live event, we received nearly 2,500 #S7myPic hashtag mentions and re-created 40 images. All images were shared on S7myPic.com, with 10 images being featured on the @SamsungMobileUSA Instagram handle.