A pair of custom AR Instagram filters designed for @hypebeast and @hypebeastkicks. Two interactive experiences aimed at increasing brand engagement through playful, sharable content.
The "Which Brand Are You" effect featured two interactive layers. The first allowed users to wear the iconic Supreme x Louis Vuitton Hypebeast glasses in AR, an instantly recognizable reference for fashion-savvy audiences.
The second mode followed the classic “randomizer” format, where users record themselves to discover “Which brand are you?” Each result was curated from a selection of cult streetwear names, making the filter as fun as it was on-brand. Designed to encourage sharing and replayability, this effect played directly into Instagram’s native behavior.
Designed for the Hypebeast Kicks community, "Sneakerhead" was a more complex AR mini-game where users could collect sneakers for points, while avoiding the infamous “L”. With references to grails, drop culture, and sneakerheads’ never-ending hunt, this game became an engaging nod to the community’s shared rituals.
From the box design to the animation and UI, every detail was created to feel familiar, fun, and aligned with the Hypebeast aesthetic, turning the filter into a subtle piece of fan service and digital storytelling.
