Because GE’s two sides–digital and industrial–are central to its identity, we wanted people to experience both worlds at the same time. We split the screen and built multiple animations that occurred simultaneously on separate sides of the lens using augmented reality. On one side, we designed a hi-tech digital interface with digital shapes and elements that tracked the user’s movements. For the industrial side, we built a 3D robot mask and gave it eyes that blinked and a reactive mouth that would mirror the movements of the user’s mouth. We even added a voice changer that made the user’s voice sound like a robot’s.

We ran the lens for 24 hours during the Olympics at the same time that we aired a TV campaign that explained to the world how GE is a digital and industrial company. The lens reached 23 million unique viewers on Snapchat and delivered over 48 million impressions.

The lens increased association with digital industrial by 33%. We also increased brand favorability and enjoyment by twice the Millward Brown norm.