I got the idea for this piece after seeing trail camera shots from nature photographers on Instagram. After pulling the stock photo of the woods and the SpongeBob character stills from the episodes, I asked our design team to cloud the characters’ eyes to mimic the look of animals’ eyes in a trail camera shot.

Our strategists waited to post this piece until October, when spooky content shines. Fans loved it, and it performed 178% above our Instagram likes benchmark.