In a culture built around likes, followers and performing for an audience, Snapchat wanted to remind people what social media could be about in the first place:
Real connection.
Less Likes, More Love celebrated the imperfect, spontaneous and often ridiculous ways we show up for the people we care about.
I led design across the campaign, helping establish a visual language that could bring the idea to life across film, OOH, social, experiential and product.
I also developed the campaign toolkit and brought the brand world into physical space through a fully projection-mapped experience at NewFronts 2024.
The result was a campaign that positioned Snapchat not as another platform competing for attention, but as a place for real friends, real moments and real connection.
CMO: Colleen DeCourcy
ECD: Eric Baldwin
Creative: Joe Albert and Jason Turner
Strategy: Zach Gallagher
Brand Management: Jerico Cabaysa
Design: Anthony Eslick
Design Toolkit Partner: High Tide
