Together with interactive producer Alex Smith we designed an AR filter to support NIKE “You’re It!” campaign that empowers young girls to do sports. The core concept of the campaign is a global game of tag, where the tagged person becomes “it” and starts possessing superhuman energy and abilities. We further developed this idea into an interactive game of tag on TikTok and Snapchat and AR filter design that corresponds with the graphic elements of the ad.

There are 2 effects that we created: the main one and the reward one which is unlocked after the user is experiencing the main one. The main effect is hand tracking based and is activated when the user is “tagging” you through camera, urging you to become “IT”. The reward effect is face tracking based and presents a golden halo made from “I’M IT” letters and diamond sport elements. I designed and produced the 3D assets for both reward effects and handed it over to Snapchat and TikTok for consequent filter production.

Later on I was in charge of designing the social campaign assets — including motion and static ads, banners, effect icons and effect page profile pictures — for promoting the filter on Snapchat, TikTok and YouTube platforms.