Snap Specs at Augmented World Expo, Long Beach
Snapchat hired me to cover their presence at Augmented World Expo — June 16, 2026, at the Long Beach Convention Center. Theirs only, not the show. Evan Spiegel's keynote was the reveal: Specs, $2,195, preorder that day, shipping in the fall. The build moved with it. Snap's space opened yellow under the outgoing Spectacles branding and turned white as SPECS.
The day was easy except for the early morning. Setup shots wait on the small things: the glasses go into the case last, and by the time they're in there are people wandering the floor. You ask them to clear, and then a janitor walks through the frame. The display screens run bright too, so those come down in post.
The demo rooms are where the product explains itself — somebody in the glasses with their hands out, reacting to something nobody else in the room can see. An empty case never does that. Files went out the next day and got used across social, press, and internal decks. The one people forget is the last one: a brand that builds something this size wants a clean visual record of it, because a year from now somebody has to look at what worked and decide what to build again. That's a different job than a highlight reel — it means shooting the space itself, not just the people in it.
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