UNIFORM
CASE STUDY
Studio / Portfolio / easyJet AR
easyJet

AR Uniform
Try-On

Snapchat Lens Instagram Filter Body Tracking Digital Fashion
200K+Impressions
50K+Shares
2023Year
The brief

Put people inside
the uniform.

easyJet needed a social AR campaign for brand awareness, recruitment, and campaign launch. The brief was to build something that let people step into the cabin crew role on the platforms they were already using.

The client's initial direction pointed toward a flat 2D cutout. We built 3D instead. A flat uniform never looks like it belongs to the person wearing it. The quality gap between flat and fitted is immediately visible, and it changes whether people choose to share.

The campaign ran across Instagram and Snapchat. Two platforms, two mechanics, one experience: you in the uniform, in the world of easyJet.

Client
easyJet
Platform
Instagram AR · Snapchat Lens · Snap Web AR
Role
Creative direction and AR development at Oraar
Campaign
Brand awareness and cabin crew recruitment
Year
2023
Deliverable
Instagram AR filter with flight cabin environment and editable name tag. Snapchat body-tracked 3D uniform. Snap Web AR activation compatible with AR mirrors.
In the filter

The uniform in the wild.

Snapchat body tracking AR: easyJet cabin crew uniform fitted to user
Instagram AR filter: easyJet uniform in flight cabin with name tag
Snapchat
Body tracking
Click to play
Instagram
Cabin environment
Click to play
Process

3D over flat.
Fit over freedom.

01
2D to 3D
The client's initial direction was a flat cutout. We pushed for 3D because a flat uniform never looks like it belongs to the person wearing it. Snapchat body tracking was brand new in 2023. We developed custom masking techniques to hide the user's real clothing so the fit reads as convincing across different body types and movements.
02
Neck tracking and the name tag
On Instagram we anchored the outfit using neck tracking so the uniform sits below the face and feels like clothing, not a costume. The name tag was made editable, but the customisation was deliberately constrained: your name, the easyJet badge format. Enough to feel personal, not enough to drift from the brand.
03
Unisex outfit texturing
Rather than two separate asset sets, we used a unisex base texture that adapts cleanly for male and female variants. The experience reads as inclusive, the asset load stays low, and the fit stays consistent across both on a platform with strict poly count limits.
The result

200K impressions.
50K shares.

200K+ Impressions across the social AR campaign
50K+ Shares across Instagram and Snapchat
2 Platforms: Instagram AR filter and Snapchat body-tracked lens
Optimisation is the real creative constraint
Social AR platforms have strict poly count limits that shape every design decision from the start. What you cut determines the quality of what remains. Treat the limit as a brief, not a problem.
Digital outfits need testing on real bodies
What looks right on one person breaks on another. Fit is a technical problem, not a visual one. It only shows up when you put the outfit on someone with a different build, skin tone, or lighting condition.
Constrained customisation outperforms open customisation
Giving users just enough to make it feel personal keeps them within the brand. Full creative control lets them wander. The name tag worked because the format was fixed and only the name changed.
The jump from 2D to 3D is the difference between a filter and something worth sharing
The quality gap between a flat cutout and a body-tracked 3D uniform is immediately visible. It changes whether users feel like they are wearing it or just looking at a sticker placed on top of them.
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