Snap has launched a global creative studio for branded augmented reality (AR), called Arcadia. Snap said that Arcadia will be platform-agnostic and develop experiences that can live across platform, web and app-based AR environments.
While functioning as a division of Snap Inc., Arcadia will have the freedom to operate independently to serve clients’ AR needs across platforms. It will work on a studio model, and in doing so, Snap said, it will develop the next generation of sponsored AR experiences and lead the charge on innovation for the larger AR production ecosystem.
Arcadia will serve clients in one of three ways. As a Studio of Record, it will take on all of the client’s AR production, strategy and insight needs across platforms. It will also take on work on an ad-hoc project basis. And it will work as a strategic partner, offering AR Strategy expertise to clients and agencies in the form of workshops, insights and trend reporting.
At launch, Arcadia has secured partnerships with a number of brand partners, including P&G Beauty, Verizon, WWE and Shake Shack.
Benjamin Spiegel, Chief Digital Officer at P&G Beauty, said: “Working with Arcadia has given us a one-stop-shop that is deeply connected to the ecosystem, with access to all the right details needed for compelling AR. They simplify the level of complexity in the AR marketplace to make it tangible for brands, in a really natural way. For P&G Beauty, we are committed to create native experiences for our customers, and really market in new spaces that differentiate us from others. Working with Arcadia will allow us to create those opportunities, as we look to leverage AR across multiple platforms to deliver the right creative ideas to the right customer.”
Separately, Snap has announced its first UK Snap Original, ‘A Fighting Chance with Anthony Joshua’ which will premiere in 2022, only on Snapchat. This marks the second country outside of the US where Snap is creating original content, with previous releases in India earlier this year.
Produced by SBX Studios, the unscripted series will follow the boxer as he heads back to his hometown of Watford to make a difference in his community. Joshua said: “I am really excited to team up with Snapchat and SBX Studios to create a Snap Original back in my hometown of Watford. Giving back is incredibly important to me, so I can’t wait to spend time with my local community and create something truly phenomenal.”
Made exclusively for Snapchat, Snap Originals reflect and celebrate the diverse voices, experiences, and passions of the global community of Snapchatters. Snap has released over 130 Snap Original series to date with over 65 partners.
“As we continue to expand Snap Original content outside of the US, we are thrilled to have the one and only Anthony Joshua share his personal and empowering story with our community in the UK," said Vanessa Guthrie, Head of Original Content at Snap. "Snapchat is the home for talent who are passionate about telling authentic stories on mobile, and we look forward to continuing to work with UK talent and producers to create more shows for the UK and global audiences.”