Family Center
Safety and privacy tools for parents and teens.
Role
Visual Design
Art Direction
Client
Snapchat
Family Center is a resource in Snapchat for parents and teens to connect giving parents visibility while protecting teen conversation privacy and autonomy. The campaign goal was to get parents of teens who use Snapchat to understand Snapchat as a brand with investment in safety and trust by communicating the value of and how to use the new Family Center product feature. Our creative wrapper was Parents of Snapchat because who better to introduce and speak to the value of new safety and privacy tools than the very families behind them.
My role as Sr. Creative on the project was to develop a creative wrapper for the campaign, collaborate with my copy partner to create storyboards for hero film and tutorial videos, establish cohesive visual direction across touchpoints, art direct during the production process, and support with design across all deliverables.
Campaign Overview
Our Family Center campaign featured a full funnel approach to raise awareness off platform with organic social, paid search and media partnerships with credible publishers while also driving product education and adoption on platform through Snap Ads, Mass Snap/Chat and a Discover Story.
Off Platform regions primarily focused on the US with global press outreach.
On Platform regions included localized Mass Snap/Chat and Discover Story for S11 markets.
Userflow
Hero Film
Tutorial Video
On Platform
Landing Page
Announcement Email
Digital Banners
Creative Development & Storyboards
