Client: Under Armour
Agency: We Are Social
Role: I oversaw all AR Creative and Technical Development and Delivery
I lead creative direction and technical execution for an original Instagram Face Filter using Spark AR to create a new immersive, movement focused AR experience as part of a multichannel campaign supporting Under Armour’s biggest run release of 2021: the Flow Velociti Wind – igniting brand excitement and resonance with runners in a year where they’ve had nothing to train for.
Useable in selfie and 3rd person view, runners can gamify the pursuit of speed and their Flow State with visual indicators of movement and velocity.
When runners finish their personal pursuits, they'll have a trail of augmented reality 3D rings that represent their journey to their Flow State, ideal for an over-the-shoulder selfie at the end of their run.
Results
Generated 392,800 impressions, 6,500 opens (people who have tried it out) and 350 total shares (people who have published it)
Used approx. 55% from Men and 45% from Women.
Top countries who have used the Flow State Filter: US, Israel, UK, Germany, Ireland (in that order)
Pitch Concept
Visualize your flow as a function of your speed and endurance. Tie in with in-store and other experiential brand elements.
Pitch Creative by Robert Lester (Agency: WeAreSocial)
Screenshots of Spark AR Custom Face Filter Code