Snapchat Juneteenth Campaign
Carousel engaged me for this project following several smaller collaborations. The agency was founded and led by two Creative Directors I worked under earlier in my career, and they invited me to join the team supporting a series of campaigns for Snapchat, including Juneteenth.
The scope extended beyond traditional branded content. The campaign required creative assets for Snapchat’s public channels, as well as filters and stickers built directly into the platform, creating an interactive experience for millions of users. This demanded extensive research, close collaboration, and a high level of care in both concept and execution.
Identifying the need
Discovery focused on understanding Snapchat’s role as a platform, the expectations of its user base, and the standards required when engaging with a culturally significant and highly sensitive subject. Through creative workshops, we explored how Snapchat could acknowledge Juneteenth in a way that felt sincere, informed, and appropriate, developing several strategic directions for internal review.
We were given meaningful runway to explore these directions before presenting to Snapchat. I worked closely with Carousel’s Creative Strategy Partner, David Reyes, to develop and refine each approach, all rooted in story. On a subject as significant as Juneteenth, historical accuracy and cultural context had to be central. We examined the origins of the holiday in Galveston, the community built around it, and the generational stories passed down through the descendants of those freed that day. Each direction was grounded in these narratives and rooted in respect.
Creating the solution
The project moved with urgency, as creative development needed to allow sufficient time for implementation within the Snapchat platform by their internal development team. We progressed from discovery and research into creative execution with clarity, balancing external perception with internal technical requirements.
During the creative phase, we conducted deeper research into the historical significance of Juneteenth, the events that followed emancipation, and contemporary efforts to preserve and elevate its meaning. From this, we developed a unifying message that captured both historical weight and modern relevance. The resulting anthem, “I am my ancestors’ wildest dreams,” became the emotional and conceptual anchor of the campaign.
Rather than defaulting to surface-level symbolism, the creative direction focused on honoring the Juneteenth flag, its visual language, and the people and stories it represents. Messaging was integrated directly into filters and interactive elements, allowing users to participate meaningfully, whether by expressing personal connection or showing support. Through iconography, imagery, and color-driven filters, the campaign provided tools for expression rather than appropriation.
Collaboration followed structured checkpoints and review sessions. Although I joined the project as a contractor through Carousel, I was entrusted to present creative rationale directly to Snapchat, articulate the narrative behind the work, and advocate for its cultural significance.
The work
What we made and how it came together
The outcome
The team ultimately produced more creative work than Snapchat could deploy within the campaign window. While not every asset was used, the core story, visual language, iconography, and messaging informed the final execution.
The work demonstrated that culturally significant moments require investment in genuine storytelling rather than symbolic gestures. It also reinforced the value of engaging sensitive topics with care rather than avoiding them out of caution. Throughout the process, I developed deep respect for Snapchat’s internal team, who approached the work with openness, humility, and a clear commitment to handling the campaign responsibly.
Image Gallery
Although not all of these made it to final production, we were really proud of the creative concepts we executed.
