Graphic Communications Management student’s Snapchat Lens goes viral

Snapchat, a multimedia instant messaging app known for its person-to-person photo sharing, unique filters and augmented reality experience was the center of a Graphic Communications Management project for the course GCM320: Digital Printing Technologies this term. The course had a special focus on Snapchat filters and how the augmented reality software can be used as a marketing tool. Fourth-year GCM student Mackenzie Beane, was inspired to create a filter that became popular very quickly, with over 80,000 plays.

GCM Course Incorporates Augmented Reality Through Snapchat 

GCM 320 is a course about established and emerging digital printing technologies with a focus on technological characteristics and optimal applications of each. It also has a specialized focus on Snapchat filters, how to use augmented reality software and how it can be used as a marketing tool. 

When asked about the inspiration behind the process Beane said that she created the filter shortly after lecture that week, so the assignment criteria was fresh in her mind. Students in the course were to make the filter public for a brief period to ensure that professors and teaching assistants were able to view and grade the filter appropriately, with some unexpected results. 

“I forgot to switch my filter to private after the due date. Then a couple days later I woke up to a notification on my phone from Snapchat that my filter had been used over 10,000 times” Beane said. 

Surprised by those numbers, Beane notified her professor who was equally surprised. The plays keep growing, and are up to 80,000 plays currently. 

The filter modifies the appearance of one eye making it appear larger than the other. When asked about the success of the filter Beane said, “Working in marketing we are noticing a trend that raw and “meme” content is what is most popular”. 

Beane’s filter gives users the opportunity to play and not feel self-conscious the way some filters can. “I think it’s nice to see filters that don’t enhance your features like most beauty filters. I think users want to have a filter to joke around. Being able to have one eye bigger than the other to send to their friends and family is fun,” explains Beane. 

Beane ties the filter back to her current studies and career goals. “Having skills like these helps to set GCM students apart. It's a new and innovative way for marketing and engaging consumers,” she says. 

Currently working as a graphic designer and content creator, Beane brings new and innovative ways of amplifying marketing goals for clients. Given her experience in making filters she has been able to suggest them as an alternative form of marketing. 

After the filter was posted on the GCM Instagram page, Beane received numerous messages from friends and professors across the globe congratulating. Phone-based technologies have also allowed creators like Beane to evaluate analytics related to the filter’s use. She found that most users of her filter are in India, the United States, and Canada. 

“It’s been a pretty neat experience, I’ve never gone viral before,” exclaims Beane. She also expressed her gratitude to Professor Abhay Sharma for bringing her Snapchat filter forward to the GCM community and being a part of the whole experience. 

Click the link if you want to experience Mackenzie Beane’s filter on Snapchat (external link) .

About The Creative School at Toronto Metropolitan University 

The Creative School is a dynamic faculty at Toronto Metropolitan University making a difference in new, unexplored ways. Comprised of Canada’s top professional schools and transdisciplinary hubs in media, communication, design and cultural industries, The Creative School offers students an unparalleled global experience in the heart of downtown Toronto.