Brand (Products)
Snap Finance (Snap Leasing and Snap Loan)
Role
Creative Director
Team
Creative Director: Isabel Lopez
Producer: Kent Youngblood
Photographer: Caydie McCumber
DP: Matt Kranitz
Video Editing: Stories with Purpose
Designers: Kayla Hackett, Amanda Iglesias, Manny Pantoja
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Overview
Following the rollout of our rebrand, it became necessary to revamp our photography strategy. Until then, Snap had exclusively used stock photography for its marketing materials, failing to differentiate themselves from the competition. Going into our first shoot after a rebrand, we wanted to show the difference proprietary imagery can make compared to stock photography. In Snap's fast turn-around environment, a very common pain point has always been finding images depicting steps in our customers’ journey. Especially having those images resonate with the Snap experience.
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Prep work
Snap Finance offers two main products: Snap Leasing, a lease-to-own financing option, and Snap Loan. Given that point of purchase (POP) advertising is a crucial driver of our business, ensuring that our photoshoot accurately and organically represents each product's POP within the customer journey was a top priority. To achieve this, we focused on our most popular verticals, collaborating closely with our producer to choose talent that mirrors Snap's diverse customer base. We also carefully selected partner locations that offer a genuine depiction of the customer experience, albeit with a slightly aspirational aesthetic to better align with the Snap brand. Our design team provided valuable input on layout preferences, assisting in refining our final selections for their ease of use.
Results
The new photography has been greatly welcomed, particularly by our partners and the sales team. It has effectively made our digital products more tangible across various channels, including marketing and sales enablement materials, as well as RFPs. Additionally, to get more advantage of the shoot, I hired a Director of Photography to also capture B-roll, which we are utilizing on our website and in educational videos. It turned out to be a win-win situation!
