Sotheby’s – Royal Tiara

The challenge

To celebrate the first appearance of a royal tiara at auction at Sotheby’s, they wanted to create a social media filter that generated buzz around the auction, by allowing their 3.8 million Instagram followers to virtually ‘try on’ the diamond and pearl headpiece. They also wanted to highlight the long and extraordinary history of the royal tiara, which had been passed down through generations of the Royal Family of Italy.

This is a once in a lifetime opportunity for many of us to try on a $1 million tiara. Our social media mission is to find creative new ways to share extraordinary objects with our 3.8 million followers, welcoming everyone inside the world of Sotheby’s. We’ve loved bringing this virtual tiara to life with the help of Poplar Studio, and we hope everyone feels like Instagram royalty as they snap a selfie in the ultimate luxury accessory.

Abigail Tavener, Head of Social Media, Europe at Sotheby's

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