What is Snapchat? It's a new kind of camera that's connected to your friends and the world. Over 180 million people use it every day to talk, play, learn - and take some pictures, too. Learn more at https://whatis.snapchat.com/

Snapchat’s first TV commercial

In late 2017, I realized that the first Google result when searching “What is Snapchat?” was a six-year-old blog post explaining the risks of “this up-and-coming nude-sharing app.”

Needless to say, it wasn’t a good look.

I worked with a Brand Strategist to develop a script, storyboard, and web experience to answer this question — alongside a new company pivot as Snapchat rebranded itself as a “camera company.”

This resulted in a video spot that got the executive team so excited that it was elevated into becoming Snapchat’s first TV commercial, which aired during the 2018 Final Four.

Press

Adweek / Snapchat Takes a Jab at Instagram and Calls Itself a ‘Camera’ in First TV Campaign

The Sun / Snap Back: Watch Snapchat take a swipe at Instagram in its first-ever TV ad