Wicked: For Good
Universal X Snap AR Campaign
Pretty Big Monster helped usher Wicked into its new cinematic era with a 12-lens AR campaign built for the Snapchat AR Bar. This was a first-of-its-kind weekly takeover that let fans step inside Oz, try on its magic, and share the experience with the world.
The Challenge
Wicked: For Good is not just a film. It is a cultural return to a world fans have loved for two decades. The studio needed a campaign that met the moment. It had to honor longtime devotees, welcome new audiences, and turn marketing beats into personal, playful invitations into Oz.
Universal and Snap partnered to create the first-ever Wicked takeover of the Snapchat AR Bar. Three consecutive Wednesdays provided a stage for a multi-week program of evolving AR content. Our challenge was to build twelve distinct AR lenses that stood on their own while still feeling like one sweeping, magical arc toward release day.
The mission was simple and yet took an all hands on deck approach to execute. Creative, 3D and development all played an integral role in giving fans a way to carry Oz in their pocket, summon it at will, and share it as part of their daily social rituals.
The Solution
Pretty Big Monster crafted a cinematic, platform-native AR ecosystem rooted in four creative pillars: Identity, Aesthetic Transformation, Immersive World-building, and Playable Magic.
Each of the twelve lenses invited fans closer to Oz. Some focused on character discovery, some on beauty transformations inspired by Glinda and Elphaba, some on Bitmoji-driven adventures, and others on playful challenges including a full broomstick mini-game.
Together, the lenses created a multi-week story shaped by shareability, surprise, and replay value.
The Lenses
DO IT FOR THE #AESTHETIC
01 — Your Inner Identity
A character randomizer that reveals who the user is in Oz, complete with themed accessories and an environment tied to the character’s energy. A reshuffle button encourages endless play.
02 — Glinda Aesthetic Lens
Radiant light, soft sparkles, floating bubbles, and a warm cinematic glow. A beautification filter designed to feel unmistakably Glinda.
03 — Elphaba Aesthetic Lens
A complementary experience built around enchanted greens, dramatic lighting, and magical particles. A moodier but equally iconic aesthetic.
04 — Countdown Lens
A shimmering aesthetic paired with a dynamic countdown to release day. Perfect for daily stories and fan-led hype.
DO IT TO SHOW YOUR #FANDOM
05 — Wardrobe Change (Fiyero Jacket Try-On)
A 3D try-on moment featuring Fiyero’s jacket with golden lighting shifts and cinematic flair.
06 — Daily Lyric or Quote Lens
A new lyric or line from the film appears each day along with the signature Wicked beautification style. The daily updates encourage repeat use.
07 — Dual Glinda and Elphaba Lens
A two-user experience that celebrates friendship and duality. Users receive different aesthetics with optional backgrounds including Emerald City, Munchkinland, and the Yellow Brick Road.
08 — Single-User Bitmoji Lens
Users drop their Bitmoji into scenes inspired by Glinda, Elphaba, and Fiyero.
DO IT JUST FOR FUN
09 — Dual-User Bitmoji Lens
A cooperative version of the single-user lens where two Bitmojis are in Oz together.
10 — Broomstick Challenge Mini-Game
A mini-game where users soar above Oz, collect bubbles, dodge flying monkeys, and chase high scores. Built for replay.
11 — Good Hair Day (Madame Morrible Wig)
A whimsical selfie lens featuring Madame Morrible’s towering 3D hairstyle against a Wicked backdrop with a swirling tornado.
12 — The Wizard Lens
A companion lens that places users in the Wizard’s castle with his signature look. A playful nod to one of Oz’s most iconic figures.
The Takeaways
Execution
- Partnered with Snap to secure AR Bar placement for a branded Wicked takeover across three consecutive Wednesdays
- Built a unified visual language across all 12 lenses including shimmer, sparkles, Oz-inspired colors, and cinematic glow
- Leveraged advanced AR features including ML facial tracking, Bitmoji integration, environment mapping, physics-based particles, and Snapchat based API integration for bringing in friends
- Optimized each lens for UGC, shareability, and replay value
Why It Worked
- Twelve distinct ideas carried by one cohesive aesthetic language
- Identity-led storytelling that encouraged personal expression
- A balance of beauty, character play, and interactive challenge
- Design choices aligned with native Snapchat behavior
- A weekly cadence that built anticipation and ritual
What We Learned
- Personalization and choice lift replay rates significantly
- Aesthetic filters tied to strong IP visuals drive consistent sharing
- Mini-games boost dwell time and deepen engagement
- Weekly release create more emotional momentum than a single launch
- Bitmoji integration strengthens personal connection and keeps lenses in circulation