AR · Live event

AR filter for live events

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Thousands of attendees. Nothing to install.

AWE needed their award to leave the display case and land in every attendee's hand, at the conference where everyone already has their phone busy.

4,021plays of the filteron Snapchat and web, from 19 May to 16 June 2025

4,124views, 93% inside the days of the eventsame measurement window

0apps to installopens with a link, on Android and iOS alike

Industry: XR+AI conference
Use case: Live event
Technology: Snapchat and web, on Android and iOS

The filter in use: the Auggie held in the hand, with the AWE city behind

In short

In May and June 2025 Fyware built AWE (Augmented World Expo) an augmented reality filter that lets you hold a hyper-realistic Auggie Award in your hand. The lens is called Auggie Award - Everybody is a Winner. It recorded 4,021 plays and 4,124 views, measured from 19 May to 16 June 2025, and 93% landed inside the days of the event, AWE USA 2025, 10 to 12 June in Long Beach, California, where the 16th Auggie Awards were handed out.

It ran as two things: a Snapchat lens and a web experience that opens with a link, on Android and iOS alike, with no app to install. It is the first of two filters Fyware built for the Auggie Awards; the 2026 one flipped the mechanic and instead of holding the award, the attendee becomes it.

How it came together

Seconds of attention and an award nobody can touch

The situation

The Auggie Awards are the night of the #1 XR+AI Conference and Expo, and the award is a sculpture handed over on stage. For the thousands sitting below, it is something you watch. In a conference hallway nobody downloads an app, queues up or waits for an explanation.

The idea

If the award cannot come down from the stage, let its exact copy come down instead. That copy is the Auggie modeled with its finish and its monocle, resting in the hand of whoever opens the camera, with the filter's own name as the promise: everybody wins.

What we built

A filter with hand tracking, horizontal and vertical parallax and spatial sound, published as a Snapchat lens and as a web experience that opens with a link. Two routes to the same content, so it does not depend on the attendee using one particular network.

The Snapcode on the ceremony screen, and several attendees with the filter on

Why parallax decides the effect

Putting a 3D object over the camera image is easy, and it shows: the object stays stuck to the screen and the brain dismisses it in half a second. What turns an object into something that feels held is that it responds to the angle you look at it from, horizontally and vertically. That is where the work goes, and it is the difference between a sticker and an award.

Hand tracking does the other half: it keeps the Auggie resting in the hand. And spatial sound closes the effect, because the ear confirms what the eye barely believes. The three together are why people take the photo, and at a conference where everyone posts, the photo is the distribution.

The web version exists for a practical reason that gets forgotten: not every professional audience uses Snapchat. A link that opens in the browser reaches whoever does not have the app, can be sent by email, and does not depend on a network deciding to change its rules.

And it worked well enough that there was a second year

AWE came back in 2026 with another filter, and that is the metric no chart shows. The 2026 one changed the mechanic: now you become the award. Both were measured in the same Snapchat dashboard, so the comparison is between two like things:

Metric	2025	2026	Change
Plays	4,021	4,261	+6.0%
Views	4,124	4,385	+6.3%

Figures for each lens from Snapchat Lens Insights. The 2025 one was measured from 19 May to 16 June 2025; the 2026 one corresponds to AWE USA 2026, 15 to 18 June in Long Beach.

Project sheet

Lens: Auggie Award - Everybody is a Winner
Client: AWE, Augmented World Expo
Platform: Snapchat and web, opens with a link on Android and iOS
Technologies: Hand tracking, horizontal and vertical parallax, spatial sound design
Measurement: Snapchat Lens Insights, from 19 May to 16 June 2025
Date and place: AWE USA 2025, 10 to 12 June, Long Beach Convention Center, California

What makes it work

Four decisions you can repeat

Zero install: a link or a code, never a download.
The client's real asset, modelled with its finish.
Parallax on both axes: without it the object feels stuck to the screen.
Two routes to the same content, social network and web, so it does not depend on one platform.

The Auggie is AWE's award, their sculpture and their identity, and the filter's name is theirs. We built it. We spell it out because in a project like this it is easy for the vendor to take the whole medal.

Frequently asked questions

Does an augmented reality filter work outside Snapchat?

This one ran as both: a Snapchat lens and a web experience that opens with a link, on Android and iOS alike. The web version matters when the brand's audience is not on Snapchat, or when the experience has to travel by email or messaging without depending on a network.

What does it take for a 3D object to look like it is held in your hand?

Hand tracking, horizontal and vertical parallax so the object responds to the angle you look at it from, and spatial sound. Without the parallax the object feels stuck to the screen; with it, it feels like it is in your hand, and that is the whole difference between a sticker and an award.

How long does an event filter live after the event?

This one was measured from 19 May to 16 June 2025 and 93% of the plays landed inside the days of the event. An event filter is measured by how much it captures while the people are there. What comes after is a tail, and it is worth counting separately so the total is not inflated.

Tom Klukowski
Fyware Partner · Valcre Marketing

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