Augmented reality is having its moment. The technology has well and truly found its place in the zeitgeist in recent years, and it looks set to stay.

First bursting onto the scene as a bit of novelty, it’s now been adopted by a number of social platforms who saw the potential of the medium for use in filters, which have become popular for both artistic and branded purposes.

This year, more brands than ever before are jumping onboard the trend; finding new and creative ways to use AR to engage with their customers. As official Spark AR partners, we’re excited and inspired by the work that other creators are delivering.

To champion their work, we’ve curated a collection of some of our top picks for the best branded filters you might have missed.

1. Aria by Gucci

This filter let’s Gucci fans see (and try on) all of the new pieces from the Aria Collection by Alessandro Michele. It’s a great example of how AR can be used by the fashion industry to promote engagement and an improved customer experience. Fashion brands have been some of the earliest and most enthusiastic adopters of this technology, motivated by the need to always be ahead of the game and onto the next big thing. It’s quickly helped to boost sales, modernising the shopping experience and filling the void of ever shrinking bricks-and-mortar shopping options and in-person experiences by allowing customers to effectively try before they buy. It’s made the online shopping experience a whole lot more interactive and has eliminated many of the major concerns that customers have when shopping in the digital space, such as whether clothes are likely to fit or suit them.

But, they’re also more than that. AR filters like Aria by Gucci also enhance the in-store shopping experience. Showcasing collections in a fun and immersive way that provokes a much greater emotional response than clothes on a mannequin ever could. Filters like these provide an engaging new way to experience fashion, and we’ll undoubtedly continue to see the industry embracing digital technology like branded filters moving forward.

2. Tree planter by Onetreeplanted

Another great entrant into the branded filter space is Tree planter by not-for-profit organisation Onetreeplanted. This filter is an excellent demonstration of how augmented reality can be used as a tool for change and to raise awareness. Introduced during Earth month, the filter is a cute way to further a really good cause. The charity focuses on protecting the environment by planting trees. Their reforestation efforts last year saw over 10 million trees planted with many more to come this year.

Augmented reality is providing new ways for people to interact and share information about the efforts of organisations like Onetreeplanted. Connecting with people in spaces like social media can spark important conversations, and drive action around important issues like the environment. Platforms like Facebook and Twitter have long been powerful tools in the arsenal of change-makers and it’ll be interesting to watch how new features like AR support those efforts.

3. Soleil Cristal by Lancome Official

Beauty brands have been quick to tap into AR filters, using them to promote products and allowing users to try make-up on or test out new styles. Soleil Cristal is Lancome’s latest foray into the world of augmented reality, intended to promote its new fragrance launched this year.

It’s a fun (and flattering) way to get the feel for the perfume, and a much less literal way to interpret the technology for beauty. Perfume has always been a challenge to translate to digital platforms, it’s a product that relies primarily on a sense that online mediums can’t capture and so advertising efforts have typically focused on communicating emotion and values. AR provides these brands with a fresh, dynamic way to do this and it’s a perfect fit - beauty products are deeply personal, and AR filter’s allow user’s to get to know products in a unique and interactive way.

4. Become a trainer by Pokemon

Pokemon took the world by storm with Pokemon GO back in 2016 and have continued to innovate in the field since then. Recently they created a quirky collab filter for instagram for fans. It cycles through all of the first generation Pokemon eventually landing on your pocket monster alter ego and answering the age old question, what Pokemon am I?

5. The Howling Man by Rob Zombie Official

Musician’s have quickly discovered AR’s effectiveness for promoting their music and immersing fans in their album concepts. Rob Zombie introduced the spooky camera effect ‘The Howling Man’ to promote his new album Lunar Injection.

Effects can be used to display or loop audio, or to visually complement music. We’re now seeing artists starting to introduce sound effects with AR in new and interesting ways too.

6. Nike Apgujeong_Soña1 by Nike Apgujeong

Nike recently collaborated with Soña Lee AR ART on an entire collection of bright and zany filters. This is one of our faves, it’s a colourful take on the brand and a cool example of how visual artists are innovating in the digital space. Filters like these represent new avenues for expression and experimentation; they’re the starting point for an evolution in the way we think about art.

7. Wish Upon a Star by GHDitalia

In the interests of promoting their new collection of luxurious styling tools GHD introduced a sparkly branded filter for those who are having a great hair day, and want others to know about it.

GHD were one of the first brands to access instagrams augmented reality technology. Last year we worked with GHD Australia on creating the Royal Dynasty filter. You can read more about other experiences we’ve created here.

8. P.E Nation Alpine by P.E Nation

Another great fashion filter, P.E Nation Alpine lets users try on three key pieces from the Australian sportswear brands new snow-wear collection. With the filter switched on you can virtually change you’ll enter a 360 degree snow environment, where you can virtually try on three styles made for the chilly weather.

It’s a bit like browsing a look-book that you can interject yourself into, and a great way to test out new styles.

9. Yes Day by Netflix

Streaming platforms and movie makers like Netflix are also using branded AR filters to promote their content. Netflix recently released their Yes Day filter to get viewer’s excited about their new release film Yes Day, starring Jennifer Garner. Another randomiser filter, it provides silly answers to the question, ‘What should we do for Yes Day?’. There’s an almost endless range of other ways that augmented reality can be used to engage with TV shows and movies too. Other brands have used camera effects to help users become their favourite characters, interject themselves in the world of the movie or even play games related to the plot.

10. Fall GuysBlink Party by igndotcom

Media giant IGN are also using branded AR filters in unique and creative ways. The Fall GuysBlink Party filter is a super immersive little game based on the smash hit battle royale game Fall Guys: The Ultimate knock-out. It works by having users blink to jump. It’s a great way to promote IGN and communicate what they’re all about - gaming and entertainment.

At MITP we’ve created many of our own AR filters for clients across a range of industries, check them out here.

Want to find out what we can do for you? Get in touch with us today to get the ball rolling on creating your own branded AR filter!