Pinterest’s new campaign serves up a journey of self-discovery

Created by Pinterest’s in-house team, the series of whimsical films illustrate the many different rabbit holes the platform can take users down

While at one time Pinterest was largely the preserve of interiors inspo and wedding planning, the brand’s new campaign aims to show how it’s evolved into a place for different, disconnected ideas to come together and inform people’s personal tastes.

Developed in-house by the brand’s House of Creative team, the campaign’s trio of films are grounded in real stories and experiences from Pinterest users but have been brought to life through a more fantastical lens.

Directed by Alaska, the spots go down the rabbit hole of trending and niche aesthetics ranging from the Cowboy Carter-inspired western gothic through to old money baddy goth goblin core girly girl.

Rather than relying on CGI, the campaign was filmed practically across three soundstages, using physical props and sets to reflect Pinterest’s aim to inspire action in the real world, not just the digital one. It is running across TV, streaming, social, digital, programmatic and cinema in the US and UK.

Agency: Pinterest House of Creative
Production Company: Iconoclast
Director: Alaska
Editing: Rami d’Aguiar at Cabin
VFX: Noise VFX