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By Audrey Kemp | LA reporter

January 26, 2023 | 2 min read

In a trippy new ad campaign, Snapchat shows how its AR technology can alter reality in real time – and how fun that can be.

Think augmented reality is interesting? Social app Snapchat says, ‘Wait’ll you see this.’

’Wait’ll you see this’ is a 60-second spot that aims to pique viewers’ interest in Snapchat’s lenses and how they can bring magic to mundane, everyday life by leveraging augmented reality (AR).

According to the ad, Snapchat allows users to see themselves and their friends as horses and dogs. They can even try virtual outfits from brands they love, highlighting how consumers and marketers benefit from the technology.

The campaign features 10 unlockable lenses from creators like Denis Rossiev, Deej Drobo and Marco Mesoraca. In order to unlock each of the lenses, viewers can scan the actual commercial using the Snapchat camera.

’Wait’ll you see this’ will premiere on January 29 during the NFL AFC Championship Game. Lenses from the campaign will also be featured in a segment on the CBS pregame show.

The campaign was led by Snap’s chief creative officer, Colleen DeCourcy.


Snap Inc.

Chief creative officer: Colleen DeCourcy

Executive creative director: Eric Baldwin

Executive producer: Jackie Fuhrman

Arcadia global director: Resh Sidhu

Biscuit Filmworks

Director: Andreas Nilsson


Editorial: Joint Editorial

Visual effects: Bacon X

Audio: Beacon Street Studios

Original music: Louis Weeks

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