Birthdays. Graduations. Cute photos of you and your newborn. Honestly, who gives a shit. These may be defining moments, but they aren’t the moments that define you.

Because the real you shows in “Big Little Moments.” The in-between, seemingly nothing moments that highlight the essence of how friends and family communicate on Snapchat.

The “Big Little” component sparked the idea for an oxymoronic campaign highlighting the perfectly imperfect, ugly beautiful and stupid smart you’ll rediscover going through Snapchat Memories.