WhatsApp - Reactions

When WhatsApp finally released its most-requested product feature, the launch needed to feel big, bold, and expressive. The goal was to create a social-first campaign that sparked awareness and conversation around Reactions, celebrating the small emotional moments that make everyday connection feel personal.

I produced the campaign from ideation through post production until delivery, leading a multi-location shoot in Mexico City to create a suite of social assets built around the language of reactions. Each story centered on a single, relatable momen, designed to feel like you were heroing one of your own friends. From a playful nail check showing off a fresh manicure, to an outfit-of-the-night reveal, a nostalgic childhood photo, or the hunt for the perfect dango treat during a moon-viewing party with friends, each vignette highlighted how reactions let you respond instantly and emotionally, without friction.

The campaign translated a simple product feature into expressive, human storytelling, showing how reactions help bring you closer to your closest connections, one tap at a time.

Location: Mexico City, Mexico