Snap Spectacles
AR at the intersection of gaming and wearable technology
Our mission for this campaign was to create a Multi-Touchpoint experiential Launch of the Snap Spectacles AR glasses. The goal was to leverage Nintendo's beloved IP to demonstrate the unique capabilities of Spectacles and differentiate them from other AR devices on the market.
Utilizing Nintendo's iconic characters and worlds, we designed a series of immersive experiences that showcased the glasses' ability to blend digital content with the physical world.
The result was a multi-faceted campaign that included AR activations at Universal Studios Hollywood, the Rome Colosseum, and Kyoto's Fushimi Inari Shrine — each tailored to the unique cultural context of the location and the Nintendo franchise it featured.
Starting point — analyzing what works in cultural campaigns. The Marty Supreme rollout used confusion as a hook, leveraging Timothée Chalamet's cultural weight to build intrigue before reveal.
Mapping what succeeded and what failed — touchpoints, branding, community building, and the role of exclusivity in driving desirability.
The concept: Snap Spectacles × Nintendo. Two brands with distinct audiences and aesthetics — the challenge was making a collaboration feel inevitable rather than forced.
Touchpoint 01 — Universal Studios Hollywood. Super Mario World as an experiential advertising venue. A Super Mario Coin Hunt using Spectacles AR, tied to the Mario Party Jamboree release window.
Touchpoint 02 — Rome, Italy. Colosseum. Pokémon Colosseum as a live AR battle experience. Tied to the Pokémon Champions release and the 2026 World Championships — connectivity and player base at scale.
Touchpoint 03 — Kyoto, Japan. Fushimi Inari Shrine. An Animal Crossing Moon Festival AR overlay. Moon cakes, lanterns, and Animal Crossing characters layered onto the physical shrine during Mid-Autumn Festival.
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