Spectacles 2 - Sapphire
Spectacles 2 - Ruby
Spectacles 2 - Family
[SYSTEM SPECS]
CLIENT: SNAP INC.
ROLE: VISUAL STRATEGIST + LEAD PHOTOGRAPHER
OUTPUT: GLOBAL HARDWARE LAUNCH // CAMPAIGN SYSTEM
STATUS: CANNES RECOGNIZED // 139M+ IMPRESSIONS
HARDWARE AS FASHION. defining the visual identity for the world's first fashion-forward wearable camera.
[THE.BRIEF] migrate the brand from software to hardware. spectacles marked snap’s first venture into physical products. the challenge: move the perception of smart glasses from "silicon valley gadget" to "high-end accessory." objective: normalize the act of wearing a camera by merging technology, culture, and connectivity.
[THE.INSIGHT] technology should disappear. the user didn't want to look like a cyborg; they wanted to look effortless. the visual strategy pivoted away from "tech specs" and towards lifestyle integration. we needed to sell the feeling of the capture, not the megapixels of the lens.
[THE.SYSTEM] analog warmth // digital capture. we engineered a visual world that felt sun-drenched, textural, and distinctly human. contrasting the high-tech nature of the hardware with the organic grit of 35mm film aesthetics. palette: ruby, sapphire, onyx—treated as emotional triggers, not just skus.
[EXECUTION.LOG] + direction: led visual strategy and photography for the Spectacles 2 global launch (nico & veronica), shooting hero assets across los angeles, hawaii, and oakland. + global ops: art directed the viral snapbot activations across europe (paris, london, berlin, venice, barcelona), managing local photographers to ensure brand consistency across five markets. + innovation: developed assets for circular snapads—a new experimental ad format—driving an +18% lift in engagement vs. traditional vertical video. + internal: produced "your perspective," a brand film for investors that drove a +19.5% lift in brand awareness.
[COMMUNITY.SIGNAL] global scale // industry recognition. the campaign cemented snap as a legitimate hardware player. > 139M+ global campaign impressions. > 56M+ unique snapchat users reached. > creative work recognized at Cannes Lions for product design & design craft.
[CLOSING.CODE] it was more than a camera. it was a new way of seeing.