Garage Snapchat
The first ever collaboration between Snapchat and The Mill, this exciting new project involved augmented reality and bespoke Snapchat filters influenced by The Mill’s designs, which take two covers into a new, social dimension.
The first cover to be released for the September issue, Starring Willow Smith, unlocks an exclusive Snapchat filter for GARAGE readers, as well as an explosive augmented reality experience accessed through the GARAGE app.
Pierce Gibson, designer at The Mill and lead creative on the project designed each filter. “Every issue with Garage been an incredibly fun and unique opportunity in the development of print and augmented reality experiences and this issue was no exception.” Comments Pierce, “The aim was to create a seamless experience from the printed piece, to the GARAGE app, to the Snapchat lenses, ensuring there was a wholly unified concept throughout.
The Snapchat lenses were inspired by our cover model Willow Smith, who was asked to provide an inspirational jumping off point into what her own unique lense would look like. Willow’s inspiration was a “Third Eye” or “Kind Eye”, allowing you to unleash positive vibes out into the universe.”
In addition, readers are able to access exclusive video content created for GARAGE in collaboration with Dior. Striking images photographed by Pierre Deboucher and styled by Dior with an Elizabethan look and feel were enhanced and animated by The Mill's beauty team. The series of beautiful still print images can be unlocked to reveal the animated content via the GARAGE app.
Commissioner
Snapchat Covers:
Agency: GARAGE Magazine
Creatives: Charlotte Stockdate, Katie Lyall, Pat McGrath & Phil Poynter
Dior Content:
Agency: Art & Commerce
Producer: Ziggy Le Vin
Creative: Pierre Debusschere
Production
Snapchat Covers:
Makeup Artist: Pat McGrath
Photographer: Phil Poynter
Dior Content:Photographer: Pierre Debusschere
VFX & Design
VFX & Design: The Mill
Executive Producer: Sallyann Houghton
Producers: Anna Borysewicz, Katya Pavlova
Creative Director: Pierce Gibson
Designs: Benge Li, Min Liu, Aran Quinn
Digital Producer: Eric Alba
Vuforia Artist: Alex Nguyen