RadioShack // Holiday Hero

Before branded filters and real-time generative content, we spent 12 hours turning RadioShack fans into holiday superheroes.

People posted photos of themselves holding out their hands, tagged @RadioShack and used the campaign hashtag. Our team illustrated custom superhero costumes onto their photos, then posted them back in real time with personal replies written around each submission.

For a lucky few, the finished image also revealed a prize drawn into their hand, from phones to tablets to other holiday gifts.

Did I invent Snapchat filters? Legally, no. Spiritually, maybe.