Have a blast in the past!
Ready for a trip down Memories lane? Look no further than your 2023 Snapchat Recap!
The Snapchat Recap celebrates each user’s brightest moments of the year with a personalized recap Story.
My role as Sr. Creative was to lead the design direction for the product itself, lead the marketing campaign to raise awareness and engagement with the product, and lead an external partner on the sound design heard within the campaign.
Hats Worn
Creative Direction
Design Direction
Creative Team
Eric Fensler
Ben Pacocha
Erin Fortes
Sarah Rose Reichert
THE JOB
Memories, by nature, is a pretty intimate product – storing some of your most precious and meaningful Snaps. This year, the primary goal behind the Recap work was to make a Story so exciting and that’d it be impossible not to share.
THE FORMAT
Snapchat indexes your Memories and pulls Snaps with recognized elements into categories, presenting you with compilations around themes like New Year’s Eve, selfies with face filters, Snaps with friends, being by the beach, and more. There were constraints that didn’t allow for the format to change much from previous years, so most of the effort was put into the design direction and themed segements - making them as compelling as possible.
CREATIVE APPROACH
Tackling the challenge of making the 2023 Recap the most exciting yet, we wanted to approach the creative from a different direction than years past.
We’ve dubbed this year’s design direction ‘Adrenaline Rush’. It’s a visual shock to the system - starting a with a jolt of energy to make folks lean in and to get amped to relive their year. We keep the energy going the entire time through dynamic animated text - pushing and pulling in every direction, playful copy, and a spectrum of color.
DESIGN SYSTEM OVERVIEW
Shows how the entry point, intro sequence, example, title card, and outro sequence work in concert.
NARRATIVE GROUP TITLE CARDS
These are the graphics seen to introduce each themed segment of the Recap.
LOCALIZED CREATIVE
The design system was created with localization in mind.
Each moment within the Recap was localized for the 40+ langauges that Snapchat supports.
ARABIC
FILIPINO
HINDI
SWEDISH
Campaign Rollout
The campaign created for the 2023 Recap was rolled out across a variety of channels including:
PUSH NOTIFICATION
Reserved for big moments, push notifications are an effective way of driving awareness and engagement at a very large scale. We wanted to keep the language straightforward and add some emojis for dramatic effect.
SNAP ADS
Full-screen vertical video ads driving Snapchatters to view their Recap Story within their Memories.
Showcases the video in-context of the UI and CTA
Showcases the video in-context of the UI and CTA
