The So What…

When Instagram launched its new super wide, cinematic lens, my first reaction was… meh.
In-feed? Fine. But click through to a brand’s actual page, and the big voids of black felt broken, wasted even. My OCD went a little off the charts.

I wasn’t convinced it would catch on — unless someone found a truly creative way to use it.

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First Impressions vs Real Potential

That’s the thing with new formats. We like what we know and at first, however creative, new can feel clunky and jarring and with such a different shape to play with, in a vertical world, this one felt super weird.

But the magic always happens when someone takes something uncomfortable and pushes it beyond the obvious. When they use the limitations as part of the creativity. Then you can see true potential.

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Enter @Giovanni.Lamonte

The true potential hit me when I saw this reel from Giovanni Lamonte. A freelance reel creator who has truly unlocked this formats potential.

👉 Watch it here

Not only does it look good in feed, but when you open it fully, the format truly comes alive. The black space is no longer dead space — it’s essential to the action. A rule-breaking use of the shape that transforms the void into part of the storytelling. Perfect for sports in this case.

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The So What?

Every new format has the potential to feel awkward until someone shows us what’s possible.
The cinematic lens isn’t about filling the frame. It’s about using the space — even the empty space — to say something new. And that means using the black space too in some cases.

For brands and creators, the challenge is the same as it’s always been:
Don’t just adopt the format as it appears in feed. 
Hack it. Play with it. Break it. And do something unique.

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Instagram’s New Cinematic Lens: The need to know

Instagram quietly dropped the format that’s shaking up feeds in Sept 2025, now known as the super-wide, cinematic Reel.

Think of it as a panoramic strip running across your screen — an aspect ratio around 5120 × 1080 pixels that crops out the top and bottom of a standard video. The result? A widescreen, movie-like feel… sitting inside a vertical feed. Brands like KitKat were able to jump straight in with a single finger creative drop and as mentioned above, we are now seeing creators push and pull the feature to break its rules and create something truly unique.

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The Specs

• Ultra-wide band, 5120 × 1080 px (approx.)
• Leaves black “voids” above and below the action
• Works like a cinematic crop — you’re curating exactly what makes the cut