Snap unveils global creative studio to build branded AR experiences

Snap has launched a new global creative studio for branded AR, Arcadia, which will have the freedom to operate independently to appropriately serve clients’ AR needs across platforms. The studio will partner with brands, agencies and creators to elevate what’s possible in AR, and aims to further cement Snap as a must-buy, always-on format to engage with the Millennial and Gen Z audience. At launch, Arcadia has secured partnerships with brands including P&G Beauty, Verizon, WWE and Shake Shack. It is also currently in discussions with a handful of global brand partners.

Arcadia will develop new technology and deliver the most innovative, impactful, and effective AR experiences to brand and agency partners. Committed to highlighting AR as a results-proven format, Snap said Arcadia will be platform agnostic and develop experiences that can live across platform, web, and app-based AR environments. While Snap has yet to announce the executive staff and employee locations, the creative studio is prepared to service clients across the globe.

It will also work on a studio model, taking on selected projects that required the most creative and technical skillset. In doing so, the studio aims to develop the next generation of branded AR experiences and lead the charge on innovation for the larger AR creation ecosystem. By focusing on the AR format, the creative studio will set the highest creative and technical standards in the market, capturing an early-mover advantage, command credibility and reframe the value that a modern studio brings to its clients.  

According to Jeff Miller, global head of creative strategy, Arcadia delivers a compelling solution for brands and agencies who understand the immediate value of developing world-class AR experiences, rooted in craft, technology and customer experience. "With the launch of Arcadia, Snap is further investing in an AR ecosystem, backed by partners, creators and tools, that drives full-funnel results for businesses across the globe," Miller explained. 

At the same time, Snap has also rolled out the Creator Hub, a one-stop destination for creators to find educational materials on how they can better utilise Snapchat’s creative tools to level up their content. This hub is currently available globally and in Singapore, and localised in different languages including Chinese (Simplified and Traditional), Malay, and Tamil. Other than developing a content strategy, Creators could also learn how to track their content’s performance, understand their audience, and find out how to get rewarded for their best video Snaps. 

Separately, the company also doubled down on its AR offering by partnering with Google to launch exclusive AR Lenses. This is part of a strategic partnership that Snap has entered into with Google, which will allow users to use the "Quick Tap to Snap" function on the next Pixel 6 phone. By tapping the back of the Pixel 6 twice, users can open the Snapchat camera directly on the lockscreen. Once the Snap is ready to share, authenticating unlocks the full Snapchat app. Some of Google's key Pixel features, such as live translation, will be directly available in Snapchat's chat feature on Pixel 6. 

Snap's MD of international markets, Nana Murugesan, said billions of Snaps are created every day, and through strategic partnerships such as these with smartphone device makers, Snapchat is making it easier than ever for the community to Snap moments as they happen with their friends.

Earlier this month, Snap and WPP tied up to help brands build and deliver immersive experiences for consumers using AR.  With a particular focus on eCommerce, the partnership combines Snap’s AR technology with WPP’s integrated capabilities across creative, media, commerce and technology, allowing WPP clients to better connect with their customers on the Snapchat platform and drive results through AR.

As Snap's first agency AR partner, WPP would collaborate with the company on new products and technology, such as the recently launched Snapchat Trends tool, which allows teams to use proprietary insights and data to inform creative and campaign development. 

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Photo courtesy: 123RF

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