Twitter - What’s Happening

In 2016, Twitter had a perception problem. Despite 90% global awareness, most people still saw it as a social network, and not the real-time news platform its users knew it to be. I led the strategy behind a re-imagination of Twitter’s brand strategy, and an accompanying out-of-home campaign. The concept was painfully simple. Overlay the hashtag onto powerful photojournalistic images - from Black Lives Matter to the US election, climate change to Pride - letting the # do what it had always done on the platform: frame the world's most important conversations.