Snapchat Discover

In January 2015, I led the development, content creation, publishing, and scheduling of MTV’s first step into Snapchat’s partner-generated content platform Discover.

I pioneered vertical video content at MTV, working daily to establish best practices for editing vertical content, and working with internal and external production teams to shoot footage that would be successful on the platform. I worked directly with Snap Inc., Viacom’s sales departments, and movie studios to create advertisements that were compelling when very few people in the industry knew about, or frankly cared about, vertical video.

The content reached millions daily, achieving 2.2 billion views total in year one.

The editorial focused on music, entertainment, pop culture, the weird and wonderful, and breaking world news, specifically tailored to engage an audience of 13-20 years old.

Music Premieres

& Performances

My team at MTV set the precedent for music videos being premiered on Snapchat, and in the vertical video format. I worked with big names such as Miley Cyrus and Zayn to debut their new videos to Discover's million-strong viewership, alongside linear and social media roll outs. 

I worked with EDM artists Axwell /\ Ingrosso to premiere the world's first ever vertical music video for their song 'Dream Bigger' which you can watch below. 

I also worked with MTV’s live events teams across the world to expand the reach of their concerts. Below you can watch Lukas Graham performing 'Drunk In The Morning' at the 2016 Woodies in California, and Jason Derulo, Carly Rae Jepsen, and more at MTV World Stage in Malaysia.

MTV News

Discover was a crucial part of MTV International's relaunch of MTV News in 2016. I produced daily segments with the MTV News hosts, innovating within Snapchat’s visual medium, incorporating the filters, aesthetic, and spirit of the platform.

Educating & Empowering

I'm especially proud of how I advocated to use the platform to amplify a pro-social message during World Aids Day, in collaboration with MTV Staying Alive Foundation. By being a bit cheeky, and engaging with our young audience in a way that wasn't patronizing or stale, I hope that we managed to educate and empower people.