My idea was to create a beautiful parallax-esque 'website' on Instagram. Content (Instagram images/posts) would be removed and updated, depending on the stage of the campaign. The main feature of an 'InstaSite' is that users can view the account and design as a grid, as in the images above and below, or as 'full size' individual images by 'tapping' in the grid or on list view.
The first stage (most-left phones) would be the original reveal, and the most interactive part of the campaign. To start, the Instagram would have the silhouette of the shoe, spread over six Instagram squares, with one revealed and five greyed out as an outline. People would 'vote' for which 'part' of the shoe they want to be revealed by simply liking that specific image, which would increase the awareness of the campaign as likes are visible to all their followers.