Disney Currency Takeover
Disney/Freeform’s series Motherland imagines a world in which witches run the USA’s armed forces and command its halls of power. To promote the premiere, Freeform wanted to bring this alternate America, ruled by women, to life.
We thought: What is the most pervasive icon of our government today — something everyone sees daily? And how could we transform that icon to bend reality?
The answers: U.S. currency, and AR.
This marked the first time Snapchat AR took over all U.S. currency. Because AR is core to Snapchat and 70% of users engage with it daily, this execution drove massive scale. The campaign launched on International Women’s Day, 2020.