SPS 2020

In 2020, SnapChat reached out to SpecialGuest for help communicating the story of how the platform helps friends and family stay close even while forced to stay apart.

Amid the Black Lives Matter movement and the COVID-19 pandemic, Snapchat was preparing for its annual Snap Partner Summit. In a nod to the loneliness and desperation resulting from the events, Snap wanted to tell the story of how users stay close thanks to the platform—and how they use it to fuel positive change even from their homes. SpecialGuest reached out to users from the Real Friends campaign and other users to produce an inspiring, emotional video about their experience in 2020.

Since users could not be in the same room as loved ones, they recorded Snapchat videos of their day-to-day quarantine routines to help stay close to others. The video also featured activists who united and spread awareness of Black Lives Matter on Snapchat.

The video went live at SPS and opened for CEO Evan Spiegel’s keynote, which has more than 150,000 views on YouTube. The video itself has more than 50,000 views on YouTube.