Netflix & Lady Gaga AR Filter

Teaming up with Facebook, The Mill created a floral face adornment for Netflix's release of their documentary series Gaga: Five Foot Two. The filter also includes a sound bite of "Diamond Heart" from her 2017 album Joanne.

Fans can access the Gaga camera effect by tapping on the camera icon on the top left corner of the Facebook app or by swiping right from their News Feeds to open the Facebook Camera, a new in-app camera/capture experience that is packed with masks, frames, and style effects that users can apply to photos and videos. The Gaga camera effect is based on the hero artwork by Berlin artist, Pierre Schmidt aka Drømsjel (hero artwork featured bottom left). The melting flower arrangement attaches to the user's face, flowing until the user opens their mouth, when the flowers melt and the user purges flowers. Equal parts beautiful and vulgarity, representing Gaga as hoped.

To create the Gaga camera effect on Facebook, we faced many new challenges of using beta software and very fresh tech - which equates to serious file size limitations! Maintaining visual fidelity, believable animation and definition with serious data limits is quite the challenge. I was the lead designer & art directed this project from pitch to final delivery with a team of artists and developers at The Mill.

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Client: Netflix
Client: Facebook
Strategic Partner Manager, Platform Partnerships: Chris Barbour
Strategic Partner Manager, Platform Partnerships: Andrew Wamugi
Lead Partner Engineer, Platform: Brad Heintz
Strategic Partner Development, Television: Kelly Perron
Strategic Partner Development, Music: Jonathan Hull
Partner Engineer, Games: Chris Hawkins
Technical Artist, Camera System: Zachary Rude

VFX & Design: The Mill
Executive Producer: Sallyann Houghton
Producer: Hayley Underwood Norton
Production Coordinator: Jacqueline Nadile
Art Director: Sally Reynolds
Designers: Sally Reynolds, Conrad McLeod
Sound Design: Chet Hirsch

Developers: Oddleg
Lead Developer: Alex Nguyen
Developers: Andy So, Shaun Salzberg
Producer: Daniel Shaw