Paramount Pictures has partnered with Snapchat to launch an AR Snapchat Lens so that fans can become members of the Teenage Mutant Ninja Turtles (TMNT). It allows users to transform their entire bodies into any of the four iconic Ninja Turtles.
The TMNT Mutant Mayhem Lens is powered by Snapchat’s AR 3D Body Tracking technology. It covers the user’s body with an overlay of one of the four Ninja Turtles – Michelangelo; Leonardo; Raphael; and Donatello.
The on-screen turtle overlay will match their movements in real-time when the user moves around in the real world. Snapchat has made this special Lens compatible with the front- and rear-facing cameras on the smartphone device. Users just have to tap pictures of each character near the bottom of their device’s screen. And when a character overlay is activated, a short voice clip is played.
Tamar Teifeld, svp of global digital marketing at Paramount Pictures, believes every TMNT fan has a character they connect with. “It’s been so fun to see people transform themselves into their favorite Teenage Mutant Ninja Turtle with Snap’s AR technology.
Laurel Duquette, Snap senior manager of advertiser solutions (entertainment), said the Lens demonstrates both the immersive qualities of the company’s AR technology and the boundless creativity of its Snapchat Lens creators. “We loved working with Paramount, Snapchat Lens creator Brielle, and digital agency Pretty Big Monster (PBM) to utilize our 3D Body Tracking tech and bring to life the imaginative art style of Mutant Mayhem right to Snapchatters’ fingertips.”
Paramount Pictures, with Snapchat’s captivating and interactive experiences, aims to promote the movie.