3 Dec 2021 | Mike Boland
AWE Talks: Reinventing the Camera
Augmented Reality

Welcome back to AWE Talks, our series that plucks the greatest hits from the vast AWE conference archive. And fortunately, we now have a fresh batch of session footage from AWE USA 2021 to draw from. And 2022's show will already be here in June. 

For this week's talk, we highlight the event's day-1 fireside chat with Snap. CTO & co-founder Bobby Murphy and Lens creator Brielle Garcia sat down with WIRED reporter Lauren Goode to dive into Snap's mission to reinvent the camera. 

See the full video below along with TLDR (or TLDW) quick-hit takeaways.

– Snap's mission from day-1 was to be a camera company... a north star that's emblazoned in its unofficial tagline.
– Prior to AR, this meant that the app is camera-first, opening right to the camera as opposed to a buried feature.
– All of this has made Snap natively primed for AR (or Lenses in its case), which shines through in its execution.
– Snap has not only made AR a central feature that's gained ample traction, but it's successfully monetized it.
– Snap's AR monetization takes place through sponsored lenses where brands create interactive experiences. 
– One success factor in doing this has been to cultivate and support a developer community: the fuel behind lens creation. 
– Lens creator Brielle Garcia validates this, pointing to a rich set of tools in Lens Studio to create AR experiences. 
– Lens Studio is also powerful in that it's so versatile... lens creators can infuse their creativity and take it in several directions.
– For example, Garcia's creations include an AR experience that helps restaurant diners visualize menu options. 
– All of the above can be considered AR's metaverse... but Murphy asserts that the company never uses that term. 
– It's content to stay focused on its camera company mission, without relying on the m-word or other jargon.
– For Snap, that approach is working so far and we'll see where it goes next. 

See the full discussion in the video below... 

  Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.  


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