Snap Originals

In 2018, Snap unveiled Snap Originals, a new in-app streaming service for premium, self-produced content — along with 12 flagship shows to accompany its launch.

I helped with its rollout by developing the Snap Originals brand, and working with a lead designer to establish the brand’s voice, tone, look, and feel. Together, we acted as de facto creative directors for the brands cross-channel launch — which was later celebrated by Snap’s CEO, Evan Spiegel, as “the best branding [Snap Inc.] has ever done.”

I scripted, storyboarded, and oversaw the production of the Snap Originals teaser video, collaborating extremely closely with the production studio as their main point of contact. I also oversaw the production of trailers for each of the 12 individual shows.

I wrote all the language for the official Snap Originals website and oversaw its launch.

I developed tag lines for each shows, collaborating with our production partners (NBCU, Bunim/Murray Productions, etc.) to keep them consistent and on-brand, while also serving their needs.

I wrote language for billboards, YouTube ads, digital ads, and other places where the brand emerged.

I wrote all of the initial tweets and over saw the launch of the @Snap_Originals Twitter account.

I collaborated with the Communications team to write our announcement blog post and develop the press packet to ensure a consistent brand message.

(Whew! I think that’s about it.)