2022 Met Gala
In 2022, Instagram continued its title sponsorship of the Met Gala and The Costume Institute's Exhibition at The Metropolitan Museum of Art. As Instagram’s brand communications agency, Cancel Communications led press, media and event flow for Instagram’s Met Gala events and official Met Gala After-Party.
Cancel Communications designed an official invitation to Instagram’s 2022 Met Gala after-party.
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Invites and Guest Strategy
We worked with Instagram and an external event partner to oversee guests and invites for Instagram’s Met Gala activations. Recognizing many of the leading fashion creators across IG, we prioritized a creator-forward approach to invites that let cutting-edge voices in fashion shine.
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Event Logistics and Flow
Alongside an event partner, Cancel Communications worked to oversee guest experience, flow, and logistics at Instagram’s Met Gala activations, including liaising with talent, supervising check-in, and overseeing onsite content creation by VIP and creator guests.
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Media Strategy and Press
We oversaw Instagram’s far-reaching Met Gala press strategy to publicize the company’s sponsorship and activations, produce media-worthy event coverage that broke through the national conversations, place exclusive opportunities with key media partners, and oversee onsite photography and press logistics.
Creator storytelling at the biggest fashion event of the year.
Instagram’s sponsorship of the Met Gala represented a unique opportunity for fashion creators: Content creators and online fashion personalities—often left out of major fashion events like the Met Gala—figured prominently at Instagram’s 2022 Met Gala events. Cancel Communications worked with Instagram to highlight and support diverse fashion creators at the Met Gala, ensuring they were featured during activations and highlighted in the media.
At large, Cancel Communications’ support for creators across Instagram’s Met Gala sponsorship highlighted the platform’s most important message: Instagram is a place for creators to access opportunity and pursue their passions.
Sabrina Carpenter (LEXIE MORELAND/WWD)
Moses Sumney (Madison McGaw/BFA.com)
Mayor Eric Adams (LEXIE MORELAND/WWD)
Anderson .Paak (Angela Pham/BFA.com)
High-fashion media strategy.
Cancel Communications worked across teams at Instagram to develop a comprehensive media strategy for each of Instagram’s activations. To accomplish this, we coordinated with external co-sponsors, highlighted and supported Creator inclusion, developed comprehensive media and guest lists, placed press exclusives and post-event coverage, planed on-site strategy for media and press opportunities, and monitored media coverage.
We worked tirelessly through earned media opportunities to highlight Instagram’s larger sponsorship of the Costume Institute and Met Gala, all while highlighting the significance of Instagram’s influence throughout the fashion community. We worked to attract and invite diverse Creators to Instagram’s Met Gala events, highlighted their inclusion, and leveraged celebrity involvement to secure notable press. In addition, we worked to secure press for SZA, the guest performer contracted by Instagram, to secure a worthwhile return on Instagram’s entertainment spend.
Notably, we placed exclusives to publicize Instagram’s Creator watch party and Official After Party in PAPER Magazine and highlighted Instagram’s table guests through an exclusive article and behind-the-scenes Reel in Vanity Fair.
Vanity Fair Exclusive
To publicize Instagram’s Met Gala table, Cancel Communications placed an exclusive announcement of IG’s “Class Photo” with Vanity Fair, including a behind-the-scenes Reel and social activation from the day-of shoot.
PAPER Magazine Polaroid Exclusive
Cancel Communications worked with PAPER Magazine on two exclusives celebrating Instagram’s Met Gala sponsorship. The first served as an announcement of IG’s Creator Watch Party, and the second featured exclusive polaroids from photographer Vincenzo Dimino of guests from the Mark Hotel, IG Watch Party, and official IG Met Gala After Party.
Creative Collaborations
Cancel Communications collaborated with many of the talent and creative teams on site at IG’s Met Gala activations.
Overseeing media and photography for the event, we worked closely with performers including SZA and Anderson .Paak, as well as their teams, to clear any photography taken at the event and coordinate exclusive editorial opportunities, including a Grazia interview with SZA.
