In the most recent global integrated brand campaign for Snapchat, we set out to highlight that Snapchat was designed to be different. It was never meant for people to compete for likes or scroll through perfectly curated content. It’s a place for real relationships — for spreading fun, joy, and love.
The campaign involved producing a high volume materials that launched across broadcast, CTV, digital, OOH, display, and more.
The Team:
My role: Executive Producer
Creative Team: Colleen DeCourcy, Eric Baldwin, Jason Turner, Joe Albert
Director: Mike Mills
Production Co: MJZ
Post Production: Exile
VFX: Pariah
Composer: Emile Mosseri
Sound Design: Beacon Street
Press Highlights:
60s
30s
In this trippy brand campaign from Snapchat, we aimed to answer the question “What is Snapchat for?”
The :60 spot, which first aired at the NFL AFC Championship, shows how AR technology can alter reality in real time, and just how fun and kooky that can be.
Following the launch, there was a high volume of short form videos that launched in-app and in paid digital & social.
The Team:
My role: Executive Producer
Creative Team: Colleen DeCourcy, Eric Baldwin, Heather Ryder, Devin Gillespie
Director: Andreas Nilsson
Production Co: Biscuit Films
Post Production: Joint Editorial
VFX: Bacon X
Composer: Louis Weeks
Sound Design: Beacon Street
Press Highlights:
The Drum: US Ad of the Day: Snapchat illustrates the magic of AR in ‘Wait’ll you see this’
:60s
:15s cutdown
:15s
Teaser video for broadcast & Time Square billboard
While I’m pleased to have EP credit on this, I’m most proud of my contributions as a Mime extra ;)
We set out to create a film that captures the spirit of all the ways you can communicate on Snapchat. Because when you can’t find the words, there’s a better way to say it — on Snapchat.
My Role: Executive Producer
Creative Team: Colleen DeCourcy, Eric Baldwin, Joe Albert, Jason Turner.
Production Co: Iconoclast
Directors: Alaska
Post: Joint Editorial
VFX: a52
Composer: Louis Weeks
Sound Design: Beacon Street
“Less social media. More Snapchat.” a campaign that debuted at the 2024 Grammys followed by the Super Bowl seeks to position Snap as the antidote to social media.
Unlike other social media platforms, people are generally happier on Snapchat because they are connecting with people they love: their friends and family. We set out to tell that story by sourcing real “Snaps” from our global community.
This brand campaign, a bold play to differentiate from social media platforms, came to life through a series of films, digital cutdowns, print, OOH, and a website.
The Team:
Role: Executive Producer
Creative Team: Colleen DeCourcy, Eric Baldwin, Jason Turner, Joe Albert
Post Production: Arts Academy
VFX: a52
Composer: Louis Weeks
Sound Design: Beacon Street
Press Highlights:
Adweek: Snapchat’s First Super Bowl Ad Calls for Safer, Friendlier Social Media
AdAge: Snapchat tries to distance itself from harmful social media in new campaign
60s Hero Film
Inspired by the Oscar nominations for the film CODA, the first motion picture starring a predominantly deaf cast, we aired 2 TV spots during the Oscars honoring the Deaf and hard-of-hearing communities. The spots demonstrate people using Snapchat’s augmented-reality tech where you can learn how to finger spell. Pretty darn cool.
We were proud to have the opportunity to share our ‘Congrats’ to the Oscar nominees and (speaking for myself) may or may not have shed a tear when Troy Kotsur won best actor.
Press Highlights: Variety, Adweek
The Team:
My role: Executive Producer
Creative Team: Colleen DeCourcy, Jordan Stone, Dan Hall
Director: The Mercadantes
Production Co: Park Pictures
Post Production: Cartel
Editor: Andy McGraw
Composer: Louis Weeks
Sound Design: Beacon Street
Fingerspelling Lenses on Snapchat | :30
Leading up to the 2022 presidential election, I had the opportunity to partner with some talented folks who came together to create some films for the Election Super Centers Project: an initiative that turns stadiums into safe voting centers.
The Team:
My role: Producer
Creative Director: Jordan Stone
Copywriter: Daniel Hall
Art Director: Emilio Canton
Post Producer: Melissa Burns
Project Manager: Ana Ponce de Leon Dios
Editor: Nick O’Neill
Post house: Whitehouse Post
VFX: Carbon
Music Supervision: GEMS
Sound Design: Beacon Street
Snapchat’s first-ever global brand campaign set out to accomplish a simple goal: to put a spotlight on the value and importance of the people who love you exactly the way you are.
As a teaser for the Real friends campaign, we hunted, licensed, and elevated words on real friendship from the voices of luminaries and cultural figures ranging from Marilyn Monroe, Jim Morrison to Aristotle. It was our way of reminding the world that real friendship traverses time, continents, and cultures.
In their own words, we asked friend duos from 12 countries to share what made their real friend special. Some were friends from pre-school, some were long-distance couples, and some were mother and daughters.
A total of 313 real friend duos were interviewed — selected from over 5,000 Snapchatters — from 12 different countries.
37 final films are reflected in the final campaign and ran across cinema, broadcast, print, OOH, and digital in 13 markets.
The Team:
Role: Producer
Creative Team: Antoine Choussat, Jordan Stone, Brian Lee, Erik Wagner
Project Management Lead, Snap: Lauren Grigsby
Post Producer, Snap: Kyle Thompson
Production Co: SpecialGuest
Design Partner: Gretel
Music: Good Ear Music Supervision
Press Highlights:
Ad Age: Snapchat rolls out first major global ad campaign on back of surging user growth
Adweek: Snapchat’s First Global Campaign Focuses on Friends
The Drum: Snapchat continues user grab with first global ad push around ‘Real Friends’
Campaign: Snapchat features 'real friends' in debut global ad campaign
A List: Snapchat Celebrates Real-Life Friendships In Global Campaign
By partnering with “quote accounts” on Instagram, we took over the hashtags #realfriends and #friendshipquotes with posts that feature Snap’s yellow along with a quote about friendship.
Snapchat announced its commitment to building a more inclusive camera that works for all users regardless of skin tone, beauty standards, or physical impairments. It was a privilege to partner with the camera engineers at Snap along with a talented creative crew to craft this film that shares Snap’s commitment to inclusivity.
The Team:
My role: Senior Producer
Creative Team: Jordan Stone, Malissa Johnson, Will Galperin
Director: Charlie Buehler
Production Co: Doomsday
Post Production: Brand New School
Colorist: Kya Lou
The Snap Partner Summit keynote is all about welcoming, thanking, and celebrating all of Snap’s partners (advertisers, content creators, AR creators, studios, brands). It’s also opportunity for the company to announce some exciting new products and features.
As the lead producer of the event for it’s first four years, I led a team of producers and external partners on all elements of production for the keynote, the new suite of product launch films, break out sessions, regional events, press and social materials. For the latest 2 keynotes, I've led the team of producers for all films that live within the keynote presentation. Here is a look at the most recent films from our 2024 keynote.
These keynotes challenge every part of my production mind. From working with virtually every internal team at the company, to shooting simultaneously in LA and offshore during the pandemic, to managing a fleet of internal and external teams, it is time and time again the ultimate challenge to see this event come to life. And sure is fun to celebrate when it's over too!
Press Highlights:
Fast Co: Steve Jobs was famous for his Apple keynotes. Snap just topped him.
Snap says it now has 500 million montly active users
Partners:
Production Partner 2019: MediaMonks
Production Partner 2020: Buck
Production Partner 2021: Brand New School
Production Partner 2022: Carousel
2023: In-house creative team
Production Partner 2024: Buck
Intro film of SPS 2024
