The Challenge
Brussels Airlines and Tomorrowland have maintained a successful partnership for years, with the iconic Amare flights as its crowning achievement. This year, they joined forces for a unique project: developing innovative AR filters for Instagram and TikTok.
These filters would transform the iconic Amare aircraft into a magical 3D bird, complete with matching audio and text. The goal? To increase visibility of the wonderful Amare flights on social media and offer festival-goers a compelling AR experience.
The Solution: Technical Innovation by Glitchi
Our digital studio Glitchi took on this challenge and delivered a great solution for both platforms in just one month. Using Meta Spark Studio for Instagram and TikTok Effect House for TikTok, the team created a seamless AR experience. The audio and 3D elements were developed in collaboration with Uncanny, our trusted partner for 3D visualizations.
3D Transformation: The live image of the airplane seamlessly transforms into a 3D Amare bird. Using advanced shaders and particle systems, we created stunning visual effects for the bird.
Smart Image Recognition: The AR animation activates as soon as the airplane is recognized through the camera. To extend the experience to the festival itself, we developed a second version that launches when scanning the Tomorrowland logo on merchandise or flags.
Cross-Platform Efficiency: The use of shaders allowed us to reuse code despite platform differences, ensuring consistency and efficiency.
The Result
The initial reveal took place during an exclusive event for Tomorrowland, Brussels Airlines, and the press, where the Amare aircraft was presented. Following this successful launch, the AR experience was made available to the public, just in time for the first flights.
During the Tomorrowland festival itself, visitors could activate and share the experience by scanning the Tomorrowland logo, creating additional engagement beyond the Amare flights themselves.
Looking Ahead
This project showcases how AR can create awesome brand experiences that connect the physical and digital worlds.
Although Meta has recently announced the discontinuation of Meta Spark Studio, Glitchi continues to innovate. Our digital studio has developed a platform-independent solution that works across all social media platforms with a single version. This allows brands and agencies to maintain all-encompassing social media experiences without the additional time and costs typically associated with platform-specific implementations.
Interested in creating similar digital experiences? Contact us at info@glitchi.be to discover how we can bring your digital ambitions to life.
