AWE Parts | Snapchat Pitch

SEEN

2023

Objective

Create an immersive augmented reality (AR) experience using Snapchat Lens Studio to foster environmental stewardship by gamifying interactions with local ecosystems, sustainable businesses, and real-world data collection.

Creative Approach

To merge sustainability with playful engagement, we designed AR Lenses that transform everyday environments into interactive "eco-adventures." Users encounter whimsical 3D elements like glowing seed pods (representing carbon offset progress) or animated wildlife guides that react to geolocation data. The Lenses leverage Snapchat’s social sharing features to amplify community impact, encouraging users to tag friends in challenges like “Recycle & Reveal”.

Timeframe

4 weeks

Impact

The Lenses garnered 280k+ impressions in the first month, with a 35% engagement rate—users averaged 4.2 minutes per Lens, far exceeding Snapchat’s benchmark. Partner businesses saw a 22% increase in social mentions, and the “Recycle & Reveal” challenge drove 1,200+ submissionsof local recycling bin sightings. By embedding sustainability into Snapchat’s playful, social ecosystem, AWE Part proved that eco-action could be as addictive as a viral filter.

Execution

Key Features:
- Eco-Scavenger Hunts: Snapchat Lenses guided users to local parks or partner businesses, where scanning specific landmarks (e.g., trees, solar panels) triggered AR animations (e.g., virtual trees sprouting or pollution-clearing rainstorms).
- Data-Driven Filters: Dynamic Lenses visualized personal eco-actions—for example, a user’s Snap avatar gained “forest guardian” accessories (3D leaf crowns, animal companions) as they logged recycling or sustainable purchases.
- Local Business Integration: Partner stores featured custom Landmarker Lenses; scanning their storefronts revealed floating 3D infographics about their sustainability practices, with discounts unlocked via Snapcode shares.
Visual Identity: Combined hand-painted textures (for organic warmth) with pixel-perfect UI animations (sparking joy and urgency), all optimized for Snapchat’s vertical format and short-form interaction.
Tech Integration: Built AR experiences in Snapchat Lens Studio, using Blender for lightweight 3D models and Substance Painter for eco-themed textures. Collaborated with developers to tie Lens interactions to AWE Part’s data API, ensuring real-time updates (e.g., a Lens showing air quality changes via color-shifting skies).

Role

On this project, I applied to practice my skills in illustration, Modelling, texturing, animation, and much more. It was my first art-directed project where I learned a lot such as management, deliverables, and creative process.

Final Thoughts

AR isn’t just a tool—it’s a gateway. By meeting users where they already play (Snapchat), we turned fleeting moments into meaningful habits, one Lens at a time