Instagram AR Effects

At the end of 2017, Facebook publicly releases Spark AR Studio, a bespoke platform to create augmented reality camera effects for its social media platforms, Facebook and Instagram.

As part of the Creative Technology team at The Mill, I designed and developed more than +15 augmented reality effects for a great range of brands.


AR Designer
Pitch & Creative Designer


Spark AR
Social Media
Augmented Reality


Multiple Clients


2017 - 2020


The Goal

To create compelling and engaging AR experience for a great variety of clients, transposing their brand to the AR environment.


The Role

For all of these effects, I’ve been involved from pitch to publication, designing and developing these effects together with creative developers and artists, to fulfil the requirements discussed with the client. Specific tasks include designing user journeys, creating assets in 2D and 3D and helping with the development of certain features.



FIFA 2020




Gucci Beauty


Dior Colorquake


Dior Kaleidoscope

The Process

When developing these effects, each project might be slightly different. However, as the Designer, my tasks stay mostly the same.

The main task has been to keep the essence of the initial concepts into the final product, by working as a liaison between Technical Artists & Developers, prototyping some features to be further developed later or creating and optimising assets for production.


Optimising for Social Media

The key and most important aspect of this type of projects is optimisation. The beauty of Social Media AR is the fact that anyone with a mobile device with the Facebook or Instagram app, can have access to a very sophisticated technology, such as face tracking, plane detection and much more.

In order for all of this features to work, effects have to be optimised to work perfectly on all range of devices.The optimisation affects the way assets are created but also, how the user experience is designer and developed.