On Tuesday, Snap Inc announced it is launching a studio to help brands create augmented reality advertising and experiences, part of a move to popularize the use of technology that can overlay computer-generated images on a person’s view of the real world.
The owner of photo messaging app Snapchat became popular with young users for its early forms of augmented reality AR such as photo filters that could superimpose dog ears onto a person's photo or add a dancing hot dog to a video.
Snap has since staked its future on the technology, acquiring top-tier startups with AR-abled eyewear and launching AR-equipped startups that develop technology to allow users to try on clothing online.
The new studio, Arcadia, will help brands create AR experiences not just for Snapchat, but for any other social media apps or websites where it wants to place content, said Jeff Miller, global head of creative strategy at Snap.
The goal is to push the boundaries of what's possible in AR, he said.
WWE and entertainment company P&G Beauty, Verizon Communications Inc. and Paramount Entertainment are Arcadia's first clients of record, meaning the studio will handle all of the brands' AR work and strategy, Snap said.
Arcadia, which will operate as a division of Snap, will also work with companies in a project-based capacity, or provide advice to brands and ad agencies through workshops, it said.
On Monday Arcadia launched its first AR collaboration with New Yorkers' cult food chain Shake Shack at one of its fast food restaurants.
Visitors can visit the Snapchat app and scan a code that will let them preview Snap Shack branded clothing and purchase items on their mobile or just to see a French toast in the restaurant.