Snapchat had just rolled out new AR Lenses that taught people how to fingerspell in ASL. So when CODA became the first film starring a mostly Deaf cast to be nominated at the Academy Awards, we saw an opportunity to celebrate the historic moment while reminding people the Snapchat camera is a powerful tool for expression.

Our in-house team created a pair of simple, soulful spots that ran during the Oscars broadcast—and that had an even greater impact when CODA won in three categories including Best Picture. The next morning, we extended our congrats with print ads in Variety and the LA Times.

At a time when social media could be seen as a social ill, this was a brand-defining action and proof point that Snapchat is something different.