The Challenge
How do you get Gen Z to stop scrolling and register to vote — in seconds, inside an entertainment app, during a global pandemic? The campaign had to compete with everything else on the platform while landing in a political climate already saturated with noise. And every frame had to be produced remotely. No crew. No studio. No traditional production infrastructure.
The Objective
Set the creative and art direction for a voter registration campaign targeting the most politically disengaged generation — and make it move people from content consumption to civic action. I also led the creative direction for Snap Originals launches: custom influencer briefs, AR lenses, and experiential promos that brought each show's world into the app.
The Creative Approach
I anchored the campaign in protest poster aesthetics — hand-lettered, raw, grassroots. A deliberate rejection of the polished, top-down political ad. The creative had to feel like something users might have made themselves, because the platform is peer-to-peer at its core. I built custom Snapchat AR lenses and coordinated a distributed live-feed video network across the US to capture authentic user conversations — real people, real locations, no studio. Covid made traditional production impossible. We worked around it by treating the constraint as the concept.
The team
We executed in partnership with creative agency Los York, which I managed directly while working alongside Snap's CMO. The cross-country video capture was coordinated through a remote live-feed infrastructure — no traditional production crew, distributed by design.
Production Highlights
Fully remote production across a national footprint: protest poster-inspired in-app assets, custom AR lenses built inside Snap's tools, and a live-feed video network coordinated across multiple US cities to capture authentic user content during Covid lockdown. All assets were designed to live natively within Snapchat — built for the format, not adapted to it.
The Impact
The campaign contributed to 1.3 million new voter registrations — more than double Snap's 2018 result — with 80%+ of those registrants under 30 and more than half voting for the first time in their lives. "A Post Is Not A Vote" established Snap as the most meaningful civic engagement platform of the 2020 election cycle — and proved that design, deployed intentionally, can actually change what people do.
1.3M
New voter registrations driven by the campaign
4.75M
US users reached via peer-to-peer sharing
56%
First-time voters among those registered
4.75M
US users reached through friend-to-friend interactions
More Works
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