Although more than 600,000 Snap Lens filters have been created since the Lens Studio debut in 2017, and Facebook reports that more than a billion users have interacted with its Spark AR filters through Facebook properties, they are becoming more social reality-enhanced filters bad rap in the AR industry.
This type of filter is rarely recognized as a pioneer in consumer AR. And when they get into the limelight, they are often portrayed as a silly gimmick reduced to rainbow-sucking mouths – a sight that should not be taken seriously when looking at the industry as a whole. However, if you remove these types of AR filters too quickly, you will see that they pave the way for our future in the area of spatial data processing.
Filters create new user behavior and train the masses in the use of computer vision and 3D and equip brands that are adept enough to use new tools to target their audience.
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. 1 Filters Strengthen Physical Locations and Bring People to Real Locations
Augmented Reality brings museums and tourist attractions to life by offering a new experience to returning visitors and giving new visitors a timely reason to make them a destination. Facebook's Spark AR and The Mill have partnered with the Tate Museum to bring a selection of artworks with AR filters to life using marker-based AR technology.
Meanwhile, developers are using Snapchat's Landmark templates to allow a remix selection Global Landmarks, such as turning the Flatiron building in NYC into a pizza, decorating Buckingham Palace for Pride, or last one from Spotify in Mumbai created Diwali Gateway. For these types of activations, the user must be on-site to experience them. This reinforces the need to be in a physical place in the real world. They can also be time-critical, adding to the mix an element of scarcity that can put people in one place during a given period of time.
2. Filters sensitize for causes and serve as aids to activism
Facial filters can be extremely selfish, but have an altruistic side. Some developers use filters as a new medium to alert them to certain causes. This is especially important for Gen Z, the young generation of activists. Recently, Snapchat teamed up with (RED) and a team of street artists to create a series of world and face lenses as part of its Paint (RED) Save Lives campaign and raise awareness of the AIDS fight ahead of the global Fund to hone Replenishment Conference.
Similarly, Instagram's new effects catalog includes a whole category dedicated to the causes and highlights the filters that users can use to show their support. Using these filters in your story and adding the new "Donate" button on Instagram is a pretty good one-two punch. A good example of an Instagram cause filter is the Amazon filter by Allan Berger (see below), which replaces you with a video or photo of the burning Amazon rainforest to raise awareness of climate change.
AR plays a major role in easing societal influence on old identity constructions that are already changing in culture today. The Filter section gives users the ability to choose how they want to present themselves to the outside world. Snaps AI-controlled gender and age filters have taken the Internet by storm earlier this year as polarizing examples of how AR can be a means of researching gender identities and age.
In addition, Instagram recently celebrated Pride 2019 with a series of filters that allowed queer users to express their sexual and gender orientations.
However, the freedom of expression with AR has its limits. Facebook has recently introduced a new filter policy which removes all filters and postpones the approval of new plastic surgery filters. While Facebook claims to do so for spark-AR effects to create a positive experience, this is a sharp reminder of the walled-in social AR gardens that limit the content available to users to good or bad.
One of the most interesting developments in the filter world is the advent of AR filter games. Snap released its Snappable Lenses for Augmented Reality games in April 2018. The special thing about these games is that you can control them with touch, movement and even facial expressions.
Facebook has not officially done so yet With the launch of a gaming product, the developer community has used the scripting capabilities of the Spark AR platform to create a similar offering on Facebook and Instagram.
The developers are playing with some of these new inputs to reinvent old games. and produce new ones. These early days reveal a wealth of insights into potential new user experiences that may become the standard for future AR games.
Today everyone is a creator. Computers and smartphones have democratized access to equipment and tools that were available to professionals only recently. Now everyone is a photographer and videographer. Everyone is a media company and a production house. One of the areas that needs to be made accessible to everyday developers is CGI and VFX. This is changing thanks to augmented reality.
TikTok is a great place to watch this. TikTok's filter catalog, which they aptly call "effects", is used by Tweens on this first social video network to create and edit clips like professionals. The end result is sophisticated videos that tell stories.
. 6 Filters help fashion and beauty markets consume both
AR filters are used by beauty and fashion companies such as Dior, L & # 39; Oreal, Sephora, and Michael Kors to help make-up and try on consumers To allow accessories. Virtual Trying alters e-commerce by strengthening customer confidence in the product, promoting sales, and reducing the likelihood of product returns.
While filters are used for selling physical goods, they also play a role in completely eliminating them. Instagram, TikTok, and Snapchat include beauty and accessory filters that do not require makeup, glasses, hats, or even jewelry when recording your latest story.
Influencer marketing has become a powerful tool for brands to reach their social media target audience. Social media influencers are taking big steps to make stunning images with a product and to incorporate brand messages organically into their storytelling. AR filters take influencer marketing to the next level by giving influencers the tools to embody the brand, which essentially embody the product or brand messages.
These ambassadors not only use your brand, they become to using a filter that turns them into part of a campaign. And because filters can be shared, fans of these influencers can use the same filters to make these AR campaigns viral. A good example of this was the #PUMANSOFSG campaign launched by the UltraSuperNew agency in Singapore. Six influencers received an Instagram filter from the Puma brand (see below), which became viral under the hashtag and essentially turned a whole population of users into Puma mascots.
AR filters have become an integral part of new music marketing plans. Maroon 5, Nicki Minaj, Lana Del Rey and countless other artists have used the viral nature of lenses and filters to inform their fanbase that a new album has fallen. Reality Bending filters can create portals that serve as the door to a fantastic world inspired by the musician's album art. In addition, users with face filters can also sing the first single of the album with related effects.
Filters are also used as effects in music videos that fans can use to create their own music video and post it on their feed. Mark Ronson and King Princess have used Instagram filters by Dan Moller to shoot their current music video "Pieces of Us" and provide fans with the same filters to create their own version.
Because both Lens Studio and Spark AR support image goals, lenses and filters are used to bring signs, books, magazines, and even event badges to life. Snapchat uses Lens to bring billboards for Snap TV to life. At this year's Oculus Connect conference, Spark AR's Image Target feature brought the Instagram conference badge to life and displayed a 3D map of the venue along with real-time agenda updates.
Artists from all walks of life take their faces as new canvas and filter with their new brushes. Filter artists like Andy Picci (see below) use AR as a means of commenting on society and culture. Conceptual artist and poet Picci has developed a series of filters to comment on the selfie culture, while continuing to use art to explore fame, social networks, and the deep pursuit of self-identity.
But that's not it Not only the creators who use filters as art, but also traditional artists use these AR tools as a form of expression. Helen Breznik is a good example of this. Breznik uses her photographic background to take breathtakingly beautiful filter videos and photos, and the end results are spectacularly ethereal in nature] Cover Picture via andypicci / Instagram