Pepsi
Unique summer filters to share with your friends
HBO
Turn your friends into White Walkers
Bacardi
A filter that injects Major Lazer into your living room
Product Showcase - Tech
Snapchat
SNAP UP YOUR SUMMER
Overview
Role: Director
Snapchat approached Specialguest to create AR campaign content for several major brand partnerships, including Pepsi's unlockable filter series, Bacardi's Major Lazer music video integration, and HBO's Game of Thrones character transformations. I directed short-form video assets demonstrating how each campaign's custom filters worked — from product-scanning mechanics to music-synced effects to fantasy character transformations. Each brand required different creative approaches: Pepsi emphasized collection and exploration, Bacardi focused on music and nightlife culture, and Game of Thrones leveraged fan engagement with IP.
Approach
The challenge was creating content that felt native to Snapchat's platform while serving each brand's distinct objectives. I directed several brand films that showed the filters in action, captured authentic user reactions, and demonstrated the AR technology in ways that felt playful rather than technical. This work required understanding AR UX design, vertical video best practices, and how to create assets that could function as both paid media and organic social content. The projects showcased how branded AR experiences could drive engagement by giving users creative tools rather than passive advertisements.