Brand: Spark AR by Facebook
Project: Brand Rollout
Team: Firewood Marketing
Role: Creative Director
Introducing AR to everyone
Spark AR by Facebook (now Meta) was more than a product launch. It marked the moment augmented reality became accessible to everyone—inviting anyone with an idea to create, experiment, and publish AR effects across Instagram and Facebook. Our role was to define the visual identity, messaging, and experience that positioned Spark AR as a creative platform rather than a technical tool.
We built a rollout that framed AR as playful, powerful, and within reach. What emerged was a brand system that energized developers, inspired newcomers, and gave millions of creators a reason to explore a new medium.
Dream it. Make it. Share it.
Our core message was simple: AR belongs to everyone. Spark AR wasn’t reserved for engineers or technical artists. It was built for designers, illustrators, students, hobbyists—anyone with curiosity and a point of view.
We focused on removing friction, reducing intimidation, and showing creators how quickly they could bring an idea to life. The platform became a place to explore, play, iterate, and share work with the world in minutes.
Showing the power of possibility
The rollout leaned heavily on demonstration over explanation. Instead of long documentation or technical language, we crafted an experience that encouraged immediate creation. From the first touchpoint—whether on mobile or desktop—users could jump into Spark AR Studio and start experimenting. Clean UI, clear guidance, and intuitive tools helped turn first-time users into creators within minutes.
Celebrating the creators transforming AR
We highlighted the artists, designers, and developers who were already reshaping what augmented reality could be. Their work was influencing entertainment, fashion, and social behavior, proving how powerful Spark AR could be in the hands of creators. By putting their creations front and center, we positioned Spark AR not just as a tool, but as a platform with real cultural impact — one that blurred the line between digital and physical worlds.
Capturing the “aha” moments
Tutorials and onboarding were designed around quick wins. Short lessons, simple flows, and intuitive examples helped creators understand the power of the tool immediately.
Within minutes, users could add textures, manipulate objects, build interactions, and publish effects directly to Instagram and Facebook. Spark AR wasn’t meant to sit on a hard drive—it was built to be shared, used, and remixed across social platforms.
Building the creator playbook
To support creators of every skill level, we developed a comprehensive playbook that broke complex AR concepts into approachable steps. It included onboarding, best practices, design guidance, performance tips, and advanced tutorials. This resource helped Spark AR scale by giving millions of creators a clear, accessible foundation—turning experimentation into confident creation.
