A new brand campaign from Snap encourages viewers to see the world in the surreal way that Snapchatters do -- whether that's turning your co-workers into horses, your friends into dogs or the subway floor into beans.

The campaign, which particularly targets those less familiar with Snapchat, showing them the weird and creative ways in which the app can open up their world, is the first major piece of work to emerge under the creative leadership of Colleen DeCourcy, the former Wieden+Kennedy creative leader who was appointed by Snap last May with a brief to help elevate its brand image and storytelling. 

It kicks off with a 60 second spot that features ten unlockable Snapchat lenses from creators like Denis Rossiev, Deej Drobo and Marco Mesoraca. The entire spot, which was directed by Biscuit's Andreas Nilsson, is scannable using the Snapchat camera; every frame has been turned into a unique marker that the camera can recognize.

The 60-second spot will air during and after the NFL AFC Championship game on Jan. 29. Lenses from the campaign will also be featured in a segment on the CBS pregame show. Ahead of the official launch, Snap teased the campaign with a short clip in Times Square on New Year’s Eve, a float at the Rose Parade, and an on-air activation for Dick Clark’s New Year’s Rockin' Eve with Ryan Seacrest.

Further activations are planned, designed to showcase Snapchat AR in "playful" ways during events where people are together in real life with their close friends and family.

The campaign is the third major brand campaign from Snap, following efforts in 2019 and 2021, and comes after the company reported its slowest quarterly sales growth last October, when the company said would prioritize efforts that would grow revenue.