Snap: Spectacles [image]

Credits & Description:

Title: Spectacles
Agency: Snap
Brand: Snap, Inc.
Country: USA
Entrant Company: Snap, Los Angeles
Advertising Agency: Snap, Los Angeles
Media Agency: Snap, Los Angeles
Pr Agency: Snap, Los Angeles
Production Company: Snap, Los Angeles
Ceo: Evan Spiegel (Snap Inc)
Design Lead, Spectacles: Lauryn Morris (Snap Inc)
Product Designer: David Meisenholder (Snap Inc)
Product Designer: Qiaokun Huang (Snap Inc)
Product Designer: Matt Hanover (Snap Inc)
Vp Of Hardware: Steve Horowitz (Snap Inc)
Execution:
Specs capture and save your Snaps in our new circular video format which can be played full screen, in any orientation. The circular video captures a 115 degree field of view, similar to human eye’s.Snaps taken with Specs can be saved in your Memories on Snapchat. In July, we released Memories as a new way to save a personal collection of your favorite Snaps and Stories.To take Snaps with Spectacles, simply tap the button on the top left-hand corner to record 10 seconds at a time. Tap again to add more recording time, up to 30 seconds continuous. Press and hold to stop recording at any time. Spectacles feature both outward-facing and inward-facing lights. The inward-facing light indicates to the person wearing Specs that they are recording. This light blinks when there are two seconds of recording time remaining. The outward-facing lights tell people nearby that Specs are recording. Snaps captured on Specs transfer wirelessly to Snapchat and are viewable within Memories. They’ll be stored on your Specs until you decide to import them to your Snapchat account. Specs can store about a week’s worth of Snaps, but this will vary significantly depending on use.
Campaign Description:
The catalyst for Spectacles’ development was Snap Inc’s interest in creating a hardware product that could seamlessly integrate with the Snapchat app. The vision was to build a camera capable of differentiated and frictionless content collection and transfer to Memories, the personal content storage feature in Snapchat. We landed on developing a sunglasses product because of the uniquely immersive and engaging content captured from the perspective of the human eye, plus sunglasses make you want to go on an adventure! We initially envisioned a product for 17-22 year olds, students, and young professionals. The product would be unisex, so it was important that it look good on all genders as well as ages--because even though we designed with a demographic in mind, capturing life’s moments from your own perspective can be universal. The most essential, and challenging, aspect of the product design would be a seamless integration with Snapchat.
Outcome:
Product design was central to Spectacles’ successful launch and served as the hub and inspiration of our brand and campaign. Our goal was to introduce camera-glasses to the world that, while technically sophisticated, could be embraced as a toy -- a product perfect for exploring with friends out in the world. To execute on this, the team considered every aspect of design, packaging and marketing to create a brand that was approachable, unexpected, and fun.We wanted to help consumers make an immediate connection between the product and the unique type of content the camera could create.Our product has really resonated with consumers. Over 8 million Spectacles snaps have already been uploaded to Snapchat, and the memories users capture on Spectacles only become more valuable and treasured as time passes. Perhaps the most culturally significant impact of our brand has been successfully bringing technology on the face to the mainstream.
Synopsis:
When designing Spectacles, the first physical camera product by Snap Inc, our goal was to empower consumers to capture life’s most precious moments without interruption. We discovered that the most immersive perspective was that of the human eye, so we set out to design a pair of sunglasses as compelling as the beautiful content they could create.The objectives of the project were threefold. First, we wanted to build a beautiful product that would fit into people’s lives. Equally important was empowering consumers to record and experience an entirely new, human perspective through circular video. Most critical of all was injecting the Snap Inc. values of fun, creativity, and curiosity into the design and user experience of our first physical camera -- Spectacles, sunglasses that snap.