Case study · 08
Spark AR by Facebook
Spark AR by Facebook (now Meta) was more than a product launch.
Creative Director
Firewood Marketing
Brand Rollout · Firewood Marketing · 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.
