Instagram is "the" place for fashion. To launch the Techpack Hyperfuse, a windrunner jacket that combines fashion and sport, we did this: Techpack’s journey through Instagram. We transform 15 second Instagram videos into a 2minute+ experience. Our athletes uploaded their videos being surprised by the windrunner. Below every video there was an explanation of how to follow techpack´s journey, with a link to the next athlete´s account. Followers could experience the whole story by going through all accounts.

Our athletes uploaded their videos being surprised by the windrunner.

Below every video there was an explanation of how to follow techpack's journey, with a link to the next athlete's account.

Followers could experience the whole story by going through all accounts.

Local influencers invited people to live the experience.

For 3 days, in Argentina Instagram's feed was taken over by the campaign. More than 390k people interacted with it.

The people got into the idea, and into Techpack too.