Objective

Create an innovative, voice-activated Snap Lens to mark the 30th anniversary of Ministry of Sound - an iconic brand in global EDM culture. The lens should be exciting, interactive, and appeal to clubbers across generations by celebrating the brand’s legacy.

The experience will function as a time-travel journey through the decades. Users can say the name of a specific era (e.g., "the 90s," "the 2000s") to trigger immersive transformations featuring era-specific 3D visuals and iconic Ministry of Sound tracks, delivering a playful and nostalgic way to explore the evolution of club culture.

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What we've done

1. Concept development

2. Creative direction

3. UI and UX design

4. 3D asset and animation production 

5. Built in Snap’s Lens Studio

6. User testing

7. Marketing materials for launch

Creative Process

1. Research: We explored Snap’s ecosystem and technical capabilities, engaging with the core demographic of Snap users and Ministry of Sound fans to understand what the brand means across generations.

2. Planning: Using these insights, we crafted the concept of voice-activated time travel through decades of dance music - an idea that blends nostalgia with innovation.

3. Design: We created custom 3D assets and environments aligned with brand guidelines, refining UI and UX through iterations to ensure a seamless and intuitive experience.

4. Build: We produced dynamic 3D visuals and implemented the first-ever voice control feature for Snap using Lens Studio, pushing the platform’s creative limits.

5. Refinement: We rigorously tested with real users, optimizing for clarity, responsiveness, and flow to deliver a truly frictionless interaction on social.

6. Finalization: The lens launched globally, allowing Ministry of Sound fans to relive club culture across decades - hands-free, just by using their voice.

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Results

The world’s first voice-controlled Snap Lens that takes users on a journey through three decades of Ministry of Sound anthems, brought to life with vibrant 3D animations and brand-authentic design. A truly immersive, social experience that connects music lovers across generations.

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Conclusion

In partnership with one of the world’s most iconic EDM brands and powered by one of the most dynamic social platforms, we created an experience that fused cultural heritage with cutting-edge technology, pushing the boundaries of innovation in both music and digital engagement.