Selfridges – Christmas of Dreams
We created an AR face filter available at Selfridges’ Instagram account, @theofficialselfridges.
Upon opening the experience, the user’s screen presented their face behind theatrical curtains along with the words ‘Selfridges’ Christmas of Dreams’. The user could then tap the screen to open the curtains, revealing themselves to be dressed up in the same Christmas tree costume seen in the advert.
The user was then asked to shake their head with the call-to-action ‘Shake your head’, making the costume shake as snowflakes and stars fell and swirled around them.
Finally, the user was asked to ‘Say something’ which they could do whilst pressing and holding down the record button. Releasing the record button played a video of the user speaking but in a higher pitch than before.
Following the release of the experience on Instagram, Selfridges staged an in-store activation encouraging shoppers to access the face filter.
According to Spark AR, the Instagram face filter had been viewed over 50,000 after a month – a strong performance for a seasonal branded AR experience.
This highlights the importance of an overarching campaign to support the face filter, which also included advertising spend and partnering with a certified Spark AR creator who was able to target the project to the creator community.