Built in Spark AR and Lens Studio, these filters were created for a mix of UMG artist promotion and design-community engagement — testing how far a simple, well-executed AR concept can travel when it's tied to the right audience.

Approach: Each filter was designed around one clear, instantly readable concept rather than layering on effects — the goal was something a user understands and wants to try within the first second of seeing it on someone else's story. The UMG filters were built to support artist campaigns, designed to feel native to the artist's visual identity rather than like a generic branded overlay. The "blue designer" filter was aimed at the design community specifically, built to resonate with a more visually literate, detail-oriented audience.

The results validated the approach: one UMG filter hit 20,000 uses in just two weeks, and the blue designer filter reached roughly 10,000 impressions — strong numbers for filters with no paid promotion behind them, driven almost entirely by organic shareability.