In 2018, Snapchat was faced with a unique business problem— it had more offerings than ever but it was losing its caché in the marketplace. Consumers were forgetting what made the platform so valuable in the first place. So our team developed the first-ever globally integrated marketing campaign for the brand to hone in on the app's core product value: Snapchat is a place for talking with pictures with your real friends. We wanted to anchor our product in one-to-one messaging rather than its place among other social media. The result was a series of films with real friends talking about their experiences with one another on Snapchat.