Dadi Freyr: Think About Things

In the midst of a global pandemic, Dadi Freyr's feel-good hit "Think About Things" succeeded in lifting spirits around the world. Originally set to win big as Iceland's 2020 Eurovision entry, the release of the song's official video inspired a dance craze that quickly went viral on social media. To drive the fun even further, we made a quirky Instagram Effect that helps bring a big smile to fans' faces.

Taking our cues from Dadi Freyr's unique sense of style, the Effect enables fans to see themselves dancing along to the song while wearing one of the band's signature green sweatshirts, featuring their own face rendered in pixel form on the front.

Working in Spark AR, we swiftly overcame the countless technical challenges involved in developing for the platform, while simultaneously creating a technique that allowed us to position-track user's faces to original source footage (created and provided by the artist).

Positive reactions to the Effect were instantaneous, with the experience seeing more than 28k impressions within 8 hours of launching and 1.6 million in the first month.