FERNANDO MUÑOZ DESIGN
Project Title
Spark AR by Facebook
Client /
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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.
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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.
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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.
