FERNANDO MUÑOZ DESIGN
Project Title
Spark AR by Facebook
Client /
Role /
Associate
Creative Director
Scope /
Social
Website
Playbook
From the start, our goal was to remove the intimidation around AR. This wasn’t just tech for coders—it was for everyone: designers, artists, marketers, even your neighbor who loves making cat videos. We made AR playful, powerful, and easy to use. Our message was simple: dream it, make it, share it.
The rollout focused on showing, not telling. We wanted people to feel the power of Spark AR firsthand—not just read about it. So, we created a campaign that invited creators to jump right in from their phones or laptops. No long manuals or tech jargon—just a clean, intuitive studio with everything they needed to start creating magic in minutes.
We also highlighted creators who were pushing the limits of AR—the bold, the dreamers, the innovators. These were people using Spark AR to blur the line between digital and physical. Like a fashion brand launching virtual fitting rooms or an artist crafting mind-bending Instagram filters. This wasn’t just AR for fun; it was AR with purpose. AR that connected people.
Playbook
We wanted to make sure anyone could get started easily. So, we created clear guidelines with tutorials, step-by-step instructions, and short lessons. We broke down tricky ideas into simple pieces—from basic how-tos to advanced tips on improving AR interactions—so everything was easy to understand.
