Camera Effects Platform

I was recruited by Facebook to develop their first-generation AR filters for the Camera Effects Platform launch. Our team was the first within the company to create in the AR space, utilizing Facebook's proprietary software, Spark AR.

During my tenure at Facebook, I worked closely with a diverse team consisting of creative coders, designers, 3D generalists, art directors, and creative directors. The filters we created were the initial AR experiences integrated into the Facebook Stories product. Notably, I collaborated with the renowned artist Douglas Coupland, known for coining the term "Generation X," to translate his art into AR, which was featured at the Facebook F8 launch event. Moreover, I spearheaded the APAC Content Strategy, delivering five top-performing filters.

At Messenger, my responsibilities included hands-on development utilizing Spark AR, Maya, and Adobe Suites. I also directed external vendors and led the Post-Capture and Cultural Moment content strategies for various product marketing initiatives. These initiatives spanned events like Pride Month, Valentine's Day, Mother's Day, Ramadan, and Lunar New Year. Throughout my tenure, I developed and managed the creation of 6 AR series for Messenger, yielding a total of 106 top-performing effects, all ranking above the 90th percentile and consistently ranking within the Top 10 in Real-Time Calling (RTC) and Pre-Capture metrics.

In total, I contributed to the creation and deployment of over 170 first-party filters, driving robust consumer engagement for both Facebook and Messenger.