007

CASE STUDY

IO Interactive × Gloam Agency UK

007 First
Light WebAR

WebAR Face Tracking Social Sharing Gaming

The brief

Step inside the gunbarrel.
Share the moment.

IO Interactive was launching 007 First Light, the new James Bond game built around a young 007 earning his licence to kill. Gloam Agency UK led the launch campaign and brought RBKAVIN. Studio in to build the WebAR component: a browser-based face filter that let fans step inside the iconic gunbarrel frame and share their spy moment ahead of the May 27, 2026 release.

The activation needed to work on any modern phone, require no app download, and produce shareable content in both vertical and square formats to cover Stories, Reels, and grid posts across platforms.

No SDK, no install, no friction. Just a link that opens the camera and puts you in the shot.

Client

IO Interactive × Delphi Interactive

Agency

Gloam Agency UK

Platform

WebAR (browser-based, no install)

Role

Developer

Year

2026

Deliverable

Browser-based AR face filter: gunbarrel frame, vertical and square layouts, video recording and photo capture with download and share.

In the browser

What users opened
on their phones.

007 First Light WebAR layout chooser showing vertical and square frame options with game branding

007 First Light WebAR active filter showing user face inside gunbarrel frame with game branding and launch date

007 First Light WebAR share screen showing download, share, and new recording options after capture

Video

WebAR demo

Click to play

Process

Frame before tech.
Reach before features.

01

The frame does the work

The gunbarrel is one of cinema's most recognizable compositions. Putting the user's face at the centre does not just reference Bond lore: it makes them the protagonist before they have played a single minute of the game. The creative asset carries the emotional weight. The developer's job is to not get in the way.

02

Layout choice before camera

Vertical and square are not interchangeable. Stories and Reels dominate mobile social on vertical. Grid posts perform better square. Letting the user choose their format before the camera opens means they are already invested in what they are about to create, and the output reaches further once shared.

03

WebAR for reach, not convenience

Browser-based AR requires no install. For a game launch campaign aimed at the widest possible audience, the link is the distribution. The camera permission prompt is the only barrier. Every design decision in the flow from link open to share was made to minimise the distance between those two points.

Learnings

What building it taught
us about WebAR at scale.

Iconography carries more than tech can

The gunbarrel spiral is doing most of the emotional work in this experience. When the creative asset has 60 years of cultural meaning built in, the AR is a delivery mechanism, not the thing itself. Recognising which is which shapes every build decision.

Face tracking precision matters at tight frames

The gunbarrel is a tight compositional circle. When face tracking slightly misplaces that circle relative to the user's eyes, the composition breaks immediately. Getting tracking fast and consistent in varied lighting was the most technically critical part of the build: everything else was secondary to that lock.

The cold-start seconds determine everything

WebAR requires a camera permission prompt and a brief tracking-lock delay before the experience starts. How those first 2 to 3 seconds are handled determines whether users proceed or close the tab. Loading states need to feel intentional and the permission rationale needs to be visible before the prompt appears.

Two-click share is the target

Capture to platform in as few taps as possible. Adding layout choice before the camera opens increases completion rates because the user is already invested in their output. But any friction between capture and the native share sheet costs completions. The share flow is as important as the filter itself.

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