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 served as one of the two lead designers to drive development of the sub-brand’s voice, tone, look, and feel. Together, we acted as creative directors for its 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 announcement teaser, and collaborated with a trailer specialist to produce teasers for each of the 12 flagship shows.

I led development of the sub-brand’s logo, soundscape, and design language — and oversaw its implementation across websites, digital ads, billboards and out-of-home ads, and press releases. I also worked with product to shape and refine the UX for show discovery and playback.

This resulted in massive user engagement (some shows earning higher viewer counts than Game of Thrones), and eventual second season of shows with higher budgets, bigger names, and a more diverse slate of stories.

PRESS

Fast Company / Snap is making whatever comes after TV

Variety / Snapchat Sets Slate of New Scripted Originals and Docu-Series, Doubling Down on Mobile TV

Vox / Snapchat’s plan to reinvent TV may actually be working

TechCrunch / Snapchat becomes the mobile HBO with 12 daily scripted Original shows

Vulture / What to Know About Snapchat’s Big Move Into Scripted TV