Lady M Moonglow

Client

Lady M

Concept
Published Concept
To create an immersive experience, ROSE and Lady M joined forces to develop experiential Mid-Autumn Instagram filters. The Mid-Autumn festival, also known as the Mooncake Festival, is a traditional festival in Chinese culture. In celebration of the upcoming holiday, Lady M introduced the limited edition 2023 Moonglow Gift Set. The gift set was inspired by the classic garden moon gate arches and doubles as a keepsake jewelry box, featuring a pearlescent surface adorned with depictions of the full moon, lucky rabbits, festival lanterns, and decorative foliage; and is filled with miniature mooncakes.
Platform
Effect House | TikTok
Meta Spark | Instagram
8th Wall | WebAR
Lens Studio | Snap
iOS
Android
Web
Timeline
Created
June – August 2023
For this activation, I took creative lead in making an experience to enhance their exclusive Moonglow Gift Set through two distinct Instagram filters, coinciding with their influencer pre-seed and consumer campaigns. My responsibilities included conceptualizing two Instagram experiences aligned with the brand's vision, visualizing those concepts, presenting to the external Lady M team, creating user stories, and managing contracted 3D artists. Additionally, I jumped in on engineering efforts to execute final updates to the Meta Spark filters.
Tools +
Services
🔘 Figma
🔘 Illustrator
🔘 Photoshop
🔘 Meta Spark
🔘 Creative Direction + Ideation
🔘 Experience Design
🔘 3D Object Production Oversight
🔘 SocialAR Creative Oversight + Development
Tools
🔘 Figma
🔘 Illustrator
🔘 Photoshop
🔘 Meta Spark
Tools
🔘 Figma
🔘 Illustrator
🔘 Photoshop
🔘 Meta Spark
The first filter was designed to interact with the physical Moonglow Gift Set, specifically for their influencer pre-seed campaign. Using plane detection, users could align a 3D rendering of the gift set with their physical unit, initiating a further immersive experience. Alongside their physical set, users can view a 3D rabbit hop into the camera scene followed by instructions guiding them to swipe around the screen the move the rabbit. As the rabbit moves, 3D floral elements appear in its path allowing users to create their own Mid-Autumn garden-scape. This filter not only augmented the physical product but also engaged users creatively, allowing them to manipulate the scene with simple gestures. To coincide with their marketing strategy, we produced two separate filters. For their influencer pre-seed campaign, the Instagram filter guides those with the unit in-hand to align a 3D rendering of the gift set with their physical product using plane detection. Once users drag and resize to match up their unit, they tap to start the experience, setting a boundary for the digital elements that appear. Alongside their physical set, users can view a 3D rabbit hop into the camera scene followed by instructions guiding them to swipe around the screen the move the rabbit. As the rabbit moves, 3D floral elements appear in its path allowing users to create their own Mid-Autumn garden-scape. The second filter focused on enhancing user engagement by allowing them to preview and interact with a 3D rendered version of the gift set and creating their own garden in the same way, promoting the product while offering an entertaining and interactive digital experience.