Augmented Reality

Most people's first AR experience is a novelty filter, and most people's second thought is closing the app. My standard for AR work is simple: it has to earn the second look. That means tracking that locks on instantly, interactions that don't need an instruction screen, and a reason to stay in the experience beyond "look, augmented reality."

I've built across both the consumer lens side (Snap Lens Studio, face and world tracking for event activations) and the SDK side (AR Foundation, ARCore, wiring spatial UI to real product needs). The two require different instincts — one is fast iteration for a broad audience, the other is precision for a specific use case — and moving between them keeps me honest about which constraints are real and which are just habit.

The technical bar for tracking has dropped a lot in the last couple of years — most of the hard problems are now solved by the platforms. The interesting work has moved up the stack: interaction design, content pipelines, and making sure the AR moment actually serves the product instead of just decorating it.