A better feed that feeds the soul. – Pinterest’s current "How did they do it?" campaign launched in the spring of 2026 with high ambitions. It was developed entirely in-house by Pinterest’s own creative agency, House of Creative.
At a time when criticism regarding infinite scrolling and its impact on young people's mental health is mounting, Pinterest is deliberately positioning itself as an alternative to traditional social networks.
The campaign was photographed by Tom van Schelven. For post-production, he once again turned to the retouching experts at Hamburg-based Retouched-Studios.
House of Creative specifically selected the photographer because his fresh style aligns perfectly with the philosophy of the "anti-social media" campaign: Tom van Schelven is known for his vibrant, dynamic, and unfiltered shots that feel like genuine, spontaneous snapshots.
The campaign’s message: users—especially the highly sought-after Gen Z—should use the app only until they have gathered enough inspiration to put it into practice in real life (IRL). The print visuals utilize Pinterest’s signature pin-grid design.
"What I love about our campaign is this message has been built into our DNA from the very beginning. We’ve always taken a clear, active stance against the attention economy because Pinterest was never designed to trap people in an endless scroll. Our purpose is to inspire people to go do!
What’s exciting right now is seeing how deeply that is resonating with culture. Our data shows that searches for things like 'dumb phone' have more than doubled, and Gen Z is tired of doomscrolling and looking for alternative options," says Claudine Cheever, Chief Marketing Officer at Pinterest.
The best thing you can find online is a reason to go offline. - Pinterest is a visual discovery platform that serves millions of people worldwide as a digital source of inspiration for fashion, design, and lifestyle; as part of its positioning, it actively encourages users to find ideas online and bring them to life offline.
Key members of the Pinterest team include: Xanthe Wells (Vice President of Global Creative), Becca Morton & Gage Clegg (Executive Creative Directors), Mónica Hernández (Associate Creative Director), Carson Porter (Editor), and Ted Copeland & Anh-Thu Lee (Creative Producers).
Founded by Ben Silbermann, Evan Sharp, and Paul Sciarra, the company has been listed on the New York Stock Exchange (NYSE) under the ticker symbol PINS since April 2019. Its global monthly active user (MAU) base currently stands at approximately 631 million people.
Pinterest generates almost all of its revenue through digital advertisements known as "Promoted Pins." The company is experiencing solid growth, having surpassed the $1.007 billion mark in quarterly revenue during the first quarter—an 18% increase year-over-year.
