Snapchat’s first 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 the lead Brand Strategist to develop a script, storyboard, and web experience to authoritatively 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.

This finally broke Snap’s “marketing vow of silence” — and sparked a broader industry conversation around the ways that we define and understand new and old technologies.

Later that year, Snap reported record revenue and record growth (186% YTD)!

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

Mashable / Snapchat's first-ever TV ad hypes the app's everyday camera possibilities