an intro into augmented reality
Multiple viral augmented reality products with over 3 Billion+ views.
Problem we want to solve
We set out to create AR products that would achieve viral views.
Users & Audience
Our products are meant for young hyper-online individuals where their in person social life is now intertwined with their digital self.
Team & Role
My intro to the augmented reality world was through snapchat filters. I made a few filters that were somewhat fun but no real traction of any sort, as they weren’t useful in anyway. I then worked with a Helin Ergun who has a social following and has started a few fan pages for musicians. She had a few niche audiences we could test on, we then began to experiment to figure out what people want.
We together created our first viral filter genre, FaceTime With ____. On the Snapchat platform FaceTime With Justin Bieber has done well. On Instagram we were able to build a special filter designed for the Balenciaga Autumn/Winter '20 show. At MIT Reality Hack, I held the role of designer/javascript programmer, my team consisted of a Unity dev, graphic designer, and fashion enthusiast. For TikTok I worked virtually with other filter creators, and was in the first batch accepted into Effect House. I worked with Gym goers to create my most viral filter, GYM LIGHT.
Design Process
Our goal was to make something that people wanted and needed. Two aspects of online culture really stand out, appearance and social clout. Every decision we made was to maximize one or both of those aspects when designing an augmented reality filter. In our research we saw builders making beautiful ornate filters which were such a skillful feat, but as it turns out it’s not what the people want. Through our iteration process (many failed products) we found online, people want to be defined into a category, look good, and increase their social standing.
Our first effect for TikTok “Cloud Eyes” failed with only a few views.
“What vegetable are you” was under our criteria of “defining people into a category” it did okay, it was used by a few well known comedians like Trevor Wallace, although failed to gain viral success. We believe subject matter lacked as well as it didn’t have large enough niche community.
Impact
Things started slow but once we maximized for either enhancing a users appearance or increasing their social clout, things took off. We made 18 filters that gain little traction before we figured out the components of what makes an AR filter viral. Across the three platform, we have over 3 Billion views, and multiple viral hits. Our products have been used by Actor like Sarah Hyland, to Comedians, K-Pop stars, and even in a brief reluctant pop culture moment, Addison Rae’s dad (when he publicly wanted to flipped out on Yung Gravy)
Improvments
We could have really dug into more niches and created more filters. We did stay away from really augmenting people physical appearance as to not contribute to body dismorphia culture. We could have gone that route and garnered a significant more views and users, but morals allowed us to refrain.
2018 - on going
Snapchat/Instagram/TikTok
Result