MTV SNAPCHAT DISCOVER
Art Direction / Design / Motion
We didn't just build another Snapchat Discover channel; we reinvented the platform. We accomplished this by creating a dynamic, immersive experience that fused entertainment and news like never before. As the Social Art Director, leading a team of designers illustrators, animators and 3D artists, we pushed the creative boundaries by collaborating with writers and producers to craft something truly unique. The MTV's Snapchat Discover channel averaged 1.83 million daily viewers who spent on average, 1:34 minutes of watch time, glued to our content. This wasn't just content; it was a cultural moment.
Design Team:
Gavin Alaoen – Creative Director Social & Digital
Ariel Weaver – Art Direction / Design
Leona Lee – Design
Lilian Baldardo – Design
Randy Morales – Illustration / Motion Graphics
Matt Ryan – Motion Graphics
Yaying Zeng – Motion Graphics
Hoi Yan Shing – Motion Graphics
Evan Bech – Motion Graphics / 3D Animation
Mariaelena Pulgarin – Design
Sara Hilany – Design / Motion Graphics
Awards:
Vertical Video Bronze Honor 2022 – Shorty Awards
Snapchat Discover Finalist 2021 – Shorty Awards
Best Influencer & Celebrity Snapchat Campaign Winner 2019 – Shorty Awards
Quarantine Music Videos Edition
COVID lockdown? Yeah, that was a seriously weird and tough time. But music always brings good vibes! This MTV Snapchat Discover edition was all about those good vibes, showing off music videos artists made while stuck inside their homes through a series of animated cassette tapes that my team and I designed.
We didn’t let quarantine stop our creativity, and it didn’t stop people from checking out our content! This edition racked up 1.85 million views between May and September, making it our third most-watched edition on Snapchat. Pretty huge, right?
Asian Artists to Add to Your Playlist Edition for Asian American and Pacific Islander Heritage Month
For Asian Pacific American Heritage Month 2020, we wanted to do more than just acknowledge Asian American artists—we wanted to celebrate them. As Creative Director for MTV's Snapchat Discover channel, my team and I created a series of animated posters honoring some of the most influential figures in the community. Each poster was paired with an editorial write-up (also crafted by my team) highlighting the artist's incredible achievements. We then amplified their stories by sharing the content across all of MTV's social platforms.
Animated Music Videos Playlist Edition
For this edition we featured awesome music videos that were animated and turned MTV's Snapchat Discover into a cool comic book vibe. And guess what? It did super well! 1.14 million views on launch day? That's a pretty big win.
Black Lives Matter Music Videos Edition
This MTV Snapchat Discover edition presented the work of prominent Black artists who created music videos during the Black Lives Matter movement. The featured content served to underscore the persistent injustices faced by many Black Americans. These artistic expressions, reflecting the gravity of the period, remain relevant even today.
MTV Snapchat Original Shows
Building on the success of MTV's daily Snapchat editions, my team and I oversaw the expansion of our presence to include dedicated pages for digital originals. This involved translating iconic shows like MTV Cribs and innovative formats like 'Spencer Pratt Will Heal You' into visually compelling Snapchat experiences. We ensured brand consistency across all touchpoints, from episodic thumbnails and key art to full show graphic packages, we did it all!
Awards:
Winner – Snapchat Presence – The Shorty Awards 2019
Silver Honor – Snapchat Discover Story – The Shorty Awards 2018
MTV Snapchat Launch and Early Days 2016 – 2019
As Art Director, my team and I executed a high-impact launch for MTV's Snapchat Discover. We delivered a diverse range of visual content, including 3D animations, celebrity illustrations, memes, and daily original content. This launch garnered significant attention, with features in Digiday, Variety, and Mashable, as well as recognition through industry awards. We established a strong presence for MTV on the Snapchat platform.
Awards:
Snapchat Presence Finalist 2017 – Shorty Awards
Snapchat Discover Story Finalist 2017 – Shorty Awards
Best Snapchat Discover Story – Shorty Awards
