To mark the launch of Threads, Meta’s new text-based social media app, I created a spontaneous AR effect designed to celebrate and amplify the growing community. The idea was inspired by the app’s original brand identity, which featured ribbon-like motion graphics and the tagline “Say More.” That branding instantly sparked the concept for a rotating headpiece made of dynamic, floating Threads ribbons.

I developed the effect using Meta Spark Studio and shared it across Threads and Instagram, where it quickly gained traction. Thousands of users tried it out and reshared it to show support for the new platform. The response was overwhelmingly positive, with users posting it across stories and reels to mark the launch. The effect was even highlighted by the Instagram team, which helped drive further visibility and engagement.

This project is a great example of how reactive, well-timed AR can spark widespread participation while reinforcing brand identity and community spirit. It also reflects my ability to quickly conceptualise, design and launch meaningful digital experiences around cultural and tech moments.