Fun's Everywhere!

Spring/Summer 20/21 campaign for Piece of Cake, made in the middle of a pandemic, when there was nobody outside and not much left to do. The question we started from was simple: if fun is not in the street any more, where is it? The answer was already in our audience's hands — the AR they were playing with every day. I worked with everyone involved in the project to keep the vision intact from shoot to delivery, and built an Instagram filter in Spark AR Studio, inspired by the digital make-up the models wear in the video, so the campaign carried on inside the phone once the film ended.