CRED Instagram — Social Media — 2023
Curating the Cultural Zeitgeist
About
A miscellaneous compilation of work done during Whoa Mama's stint at handling the Instagram strategy and content for CRED—one of India’s biggest FinTech unicorns.
Role
Graphic Design
3D Visualisation
3D Visualisation
Client work
challenge & Execution
CRED's Instagram page is intended to foster a community that is ‘unapologetically exclusive’, and only opens its doors to those it deems to be affluent users who possess immaculate taste and style. CRED plays into the archetypes of ‘The Ruler’—aiming to create a world where the financially astute are rewarded for healthy practices, and that of ‘The Creator’—providing an authentic voice of creativity and innovation in a world of white noise.
All the content crafted for the brand’s Instagram page fits into these brand archetypes and aim to position CRED as a curator of the cultural zeitgeist, enabling conversations about the very best of Indian finance, art, and lifestyle.
All the content crafted for the brand’s Instagram page fits into these brand archetypes and aim to position CRED as a curator of the cultural zeitgeist, enabling conversations about the very best of Indian finance, art, and lifestyle.
Visuals made for Savor: CRED’s experiential, lifestyle-centric rewards thoughtfully curated for followers, with contests crafted to keep them engaged while testing their creativity.
Visuals for Affirmations: One-liners that encapsulate
CRED’s take on finance, luxury, trust, and security packaged into hyper-stylized photographs.
Bringing CRED’s Peer-to-Peer campaign to Instagram Live, we crafted a looping Rube Goldberg mechanism that hid transaction receipts at different locations. Attentive viewers who spotted the receipts were rewarded with a collection of prizes.
We pitched a themed NYT-style crossword with unique clue constructs as a recurring IP for CRED’s Instagram page. The clues for the pilot seen here (themed around the 2023 Academy Awards) were developed by Karthik and myself.
Visuals for GIFs: A content bucket of illustrated reels that visualize contemporary universal sentiments.
A series of AI-generated QR codes modelled after eras of artistic movements, made for CRED's Scan-to-Pay campaign.
Developed in collaboration with (our project manager!) Nini.
Developed in collaboration with (our project manager!) Nini.
A reel re-imagining popular movie characters as luxury cars, made for CRED’s Garage campaign.
A drag race-themed launch video for CRED’s Instagram Broadcast Channel.
Stills from a (scrapped) marketing launch video for CRED’s RuPay campaign. Set to be launched on Republic day, the video explored a futuristic cyberpunk supermarket which sold iconic memorabilia that marks every decade of the Indian culture zeitgeist since the nation's inception.
