2021  |  Moxie  |   Arby's

Instagram AR lenses were trending and predictive filters were everywhere, so Valentine’s Day became the perfect moment to join the conversation. Fans already joke about Arby’s being ideal date food, so we turned that insight into an interactive Instagram effect that matched users with their “perfect” Arby’s date night.

The filter cycled through seven Arby’s themed date scenarios, from TV and Buffalo Chicken Sliders on the couch to candlelit Beef ‘n Cheddars for two. The goal was to create something fun, social native, and shareable that would encourage fans to play, post, and tag their own date results.

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I helped concept the date scenarios, support the visual development of the lens elements, and craft social content around the launch.