Give a
Smile
Creative Director:
Tim Petrochko
Art Director:
Mike Heighway
Senior Designer:
Josh Kulchar
Digital Designer:
Mary Kate Schaefer
Senior Producer:
Kassandra Cook
Photography:
Mike Troast
Give a Smile was designed to bring Fujifilm's Group Purpose, Giving our world more smiles, to life through shared, photo-based experiences across the Americas. I led concept development, creative direction, experiential and environmental design, digital experience design, production, and cross-regional coordination from pitch through rollout. At its center were Smile Stations: branded, modular installations using INSTAX cameras and printers, that encouraged connection, gratitude, and celebration between colleagues and customers. The program was later adopted by global regions and received the Fujifilm Holdings Award, Group Purpose Award (2025).
The
Program
Each Smile Station included an INSTAX miniLink printer or camera along with film. Employees snapped a photo, printed two copies, and shared the experience by displaying one on the station and gifting the other to a colleague or customer.
Over time, the stations became living archives of shared moments, reflecting the people, relationships, and milestones of the teams around them. Photography wasn't just a takeaway. It was the mechanism that activated the purpose.
Smile Station System Design
The system needed to work everywhere, from small offices to large regional headquarters, while looking and feeling like the same program. We developed modular configurations at three scales so every location could participate fully, no matter what their size.
The stations were built from recyclable materials with magnetic assembly that required no tools or specialized setup. Any office could unbox, build, and launch on day one. We also developed communication templates, on-site signage, and participation guides to ensure the experience felt cohesive across regions while staying locally relevant.
Digital Experience
The physical stations created the experience. The digital layer connected it.
To make Give a Smile accessible to all employees, including remote teams, we launched a Smile Station gallery on Fujifilm Central, the company's intranet. Employees could submit their photos, and each one was framed in a custom INSTAX border before being added to the gallery.
The result was a living, growing collection of moments from across the Americas, turning individual photos into a shared, visible celebration of the company's purpose: giving our world more smiles.
Scale & Impact
Give a Smile launched on the same day across every subsidiary in the Americas, reaching 70 offices. The program saw strong participation from the start and became a staple at internal and experiential events.
The system and designs were later adopted by additional global regions for their own implementations. The program received the Fujifilm Holdings Award, Group Purpose Award (2025), selected from hundreds of global submissions and recognized by Fujifilm's global leadership.