A space tech company stumbled on a new way to cut emissions on Earth

Steel factories emit around 3 billion tons of CO2 a year. A new way of producing it eliminates direct CO2 emissions and cuts energy use in half.

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Jun 18 2022
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A space tech company stumbled on a new way to cut emissions on Earth

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Snap has long been a company that confused people who didn’t use Snapchat, even as it grew to 332 million daily active users and established itself as the company creating the future of augmented reality. Meanwhile, Colleen DeCourcy, its brand-new chief creative officer, has been the most successful advertising executive of the last decade, and this coming week at the Cannes Lions Festival of Creativity, she’ll receive an award recognizing her lifetime of achievements. Snap has enlisted DeCourcy to help tell its story in a way it’s never done before—and senior staff editor Jeff Beer has DeCourcy’s exclusive first interview about why she took the job, the opportunity for Snap, and how telling a story about social media is very different from selling shampoo.
—David Lidsky

creative control Snap is tired of being misunderstood—and it just hired one of the world’s best storytellers

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Climate change A space tech company stumbled on a new way to cut emissions on Earth

Steel factories emit around 3 billion tons of CO2 a year. A new way of producing it eliminates direct CO2 emissions and cuts energy use in half.

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