Playing around with Facebook’s AR camera effect

Facebook has launched an exciting new feature called ‘Facebook Camera Effects’, a new tool that allows designers to create effects for the Facebook Camera, ranging from a simple frame to stunning augmented reality experiences.

Facebook has been eyeing the success of Snapchat’s famous lenses and filters, which can be customized for brands, and it’s keen to tap into the potential.

Facebook Camera Effects is not a mere copy/paste though. Similarly to when Instagram adopted the popular ‘stories’ feature from Snapchat, Facebook has made some very welcome changes. The biggest one is that Facebook has essentially made Camera Effects an open platform, leaving out the need for time-consuming review periods or obligatory media costs to host the effect. Thanks to this evolution, Camera Effects are both fast to get out unto the public – we can launch an animated effect within a few days of the briefing! – and easy to create, resulting in greatly reduced development times and costs.

Wanna have some fun? Hit the link (on mobile, duh) for an Halloween example designed by the agency.

This link can then be distributed to any audience with promoted Facebook posts. Once audiences click on the link, they get the option to send a notification to their phone, which will take them directly to the Facebook Camera, featuring the effect.

We’ve tested the feature together with Beiersdorf on Nivea Men and have included a Facebook Camera Effect into their campaign promoting Movember, an initiative where men are encouraged to grow their facial hair to support men’s health. An AR effect was developed allowing users to see how they would look with the coolest ‘stache ever.

The effect will be promoted with Facebook link ads. Test it here (remember, mobile duh).

Talents:

Geoffrey Moulart – Head of Social Media

Willem De Rede – Social Media Strategist

Margaux D’Herckers – Designer

Julien Toussaint – Designer