Mutant Mayhem: Paramount Pictures and Snapchat launch AR lens for TMNT
Paramount Pictures and Snapchat have joined forces to launch an exciting new augmented reality (AR) experience centered around the highly anticipated movie, Teenage Mutant Ninja Turtles: Mutant Mayhem.
The AR Lens, built using Snap AR's cutting-edge 3D Body Tracking technology, allows users to transform their entire bodies into any of the four iconic turtle brothers.
Leonardo, Raphael, Donatello or Michelangelo—the choice is yours.
Snapchat Lens creator Brielle Garcia, known for her organic TMNT Lens, played a key role in bringing the turtle brothers to life within the Snapchat platform. Teaming up with digital agency Pretty Big Monster (PBM), they designed the "TMNT Mutant Mayhem" AR Lens, paying special attention to each character's movie-accurate height, build, accessories, and signature catchphrases.
The immersive AR experience follows users' body movements in real-time, enabling them to become part of the beloved turtle brothers team. The Lens also includes a feature that lets users flip to the rear-facing camera, transforming their friends into the turtles as well. Now, that’s cool.
Laurel Duquette, Snap's Senior Manager of Advertiser Solutions (Entertainment), expressed her excitement about the project via email.
“This Lens demonstrates both the immersive qualities of our AR technology and boundless creativity of our Snapchat Lens creators,” Duquette said. “We loved working with Paramount, Snapchat Lens creator Brielle, and PBM to utilize our 3D Body Tracking tech and bring to life the imaginative art style of Mutant Mayhem right to Snapchatters’ fingertips.”
The TMNT Mutant Mayhem Lens is the latest in a series of custom AR Lenses by Paramount, aiming to promote their upcoming releases with captivating and interactive experiences on Snapchat.
To complement the AR Lens, Snapchat and Paramount also collaborated on TMNT Cameo Stickers, which allow Snapchatters to add their selfies onto TMNT-inspired gif stickers, adding a playful touch to conversations on the application.
The AR Lens has already captured the hearts of Snapchatters worldwide, with its availability through the Lens Carousel and this link.
The Lens was featured today as a First Lens Snapchat execution in the U.S. and Canada, aligning with the movie's theatrical release.
Written by Sydney Vardja, Editor of Marketing News Canada
