Singapore – As more brands venture into various media to create branded content, camera and technology company Snap, the parent company of social media platform Snapchat, has announced the launch of Arcadia, a global creative studio for branded augmented reality (AR), powered by a team of world-class experts that pioneered mobile AR advertising at Snap.
Arcadia will develop new technology and aims to deliver the most innovative, impactful and effective AR experiences to brand and agency partners. Furthermore, the creative studio will be platform-agnostic and will develop experiences that can live across platform, web and app-based AR environments.
Arcadia will work on a studio model and will take on select projects that require the most creative and technical skillset. In doing so, the studio will be developing the next generation of branded AR experiences with the goal to lead the charge on innovation for the larger AR creation ecosystem.
“Arcadia is the newest member of Snap’s AR ecosystem that we’ve been developing for the last decade and we have seen proven results with our over 40 trusted partners and success in tools like ‘Lens Web Builder’ and ‘Creator Marketplace’. By launching Arcadia, we are further cementing Snap’s commitment to Augmented Reality as a format that truly pushes the boundaries of creativity and performance in digital marketing” said Jeff Miller, global head of creative strategy.
Arcadia shared that it has already secured partnerships with world-class marketers including P&G Beauty, Verizon, WWE and Shake Shack. Through the launch, the studio will partner with brands, agencies and creators to elevate what is possible in AR, further cementing it as a must-buy, always-on format to engage with the millennial and Gen-Z audience.
In terms of how Arcadia can serve both brands and creators, the studio offers the following prospects namely ‘Studio of Record’ where Arcadia will become the official ‘AR Studio of Record’ and take on all of their AR production, strategy and insight needs across platforms; project-based work where Arcadia will deliver against a specific scope-of-work that align to Arcadia’s mission; and strategic partnership where Arcadia will offer AR Strategy expertise to clients or agencies in the form of workshops, insights and trend reporting to up-level their own capabilities
“By focusing sharply on the AR format, the creative studio will set the highest creative and technical standards in the market, capture an early-mover advantage, command credibility and reframe the value that a modern studio brings to its clients,” Snap said in a press statement.