Chevy x Snapchat // Treasure Hunt

Role: Director, Videographer, On-Screen Talent, Video Editor, Animator
Agency: 24G

I was convinced that we could use Snapchat as a front-door to an original game experience, where you scan clues in a scavenger hunt to unlock a prize. But no matter how many times I explained it, people weren’t quite getting it.

So I decided to go to Detroit, shoot a bunch of footage demoing the (not-yet-existent) game, and edited it together to look like it was a fully-baked product.

A few months later Chevy caught wind of it and had to have their own version of it. So we built it for them, and they used it in all their auto shows across the country for years! Winners got a free Hot Wheels of a classic Chevy ride for their prize, and the best part was seeing young people introduce their parents and grandparents to Snapchat for the first time as something they could all participate in together.

This is a great example of “if you build it, they will come.” Sometimes it’s not enough to write down the idea: you’ve got to build a vision (in this case a silly video of me trapsing around Detroit) to give people a clear idea of what you’re asking them to invest in.