Sony x Snap
CONTENT
When AI gets a little dark (and weird)
How do you let fans become Venom and bring their pets along for the ride? To promote Sony’s Venom: The Last Dance, we created a hyper-realistic AR Lens on Snapchat that transformed users (and their cats & dogs) into the beloved antihero in cinematic detail. Creepy, immersive and wildly shareable.
WALK WITH US
Our Approach
How do you turn a movie promo into an experience fans can feel? Simple: you stop thinking of AR as a gimmick and start treating it like a stage. For Venom: The Last Dance, the goal was clear: let fans step into Venom’s skin and take their pets with them. We pushed Snapchat’s AR tech to its limits and make it weird, cinematic and shareable.
We knew fans didn’t just want to see Venom, they wanted to become him. So instead of playing it safe, we went all-in on the symbiote fantasy. From dripping saliva to rippling skin, every detail designed to feel alive. Then we asked ourselves: what if their pets got the Venom treatment too? That twist turned a bold idea into a truly unforgettable, delightfully bizarre AR moment.
LET'S GO IN-DEPTH
Our Process
We started by mapping out what becoming Venom should feel like - unsettling, cinematic, alive - and broke it down into technical and creative challenges. Our team designed a hyper-realistic symbiote suit that tracked users’ faces and bodies in real time, with custom blendshapes and dynamic materials reacting to every move. Saliva dripped, skin rippled and the suit crawled onto users with eerie precision.
When the idea to venomize pets surfaced, we embraced the chaos. We tested across countless breeds, lighting conditions and unpredictable pet behavior, iterating until the experience worked seamlessly on cats and dogs. Every detail was fine-tuned to make the transformation feel authentic, for humans and their furry sidekicks. This resulted in an AR moment that delivered on both technical excellence and pure fan joy.
HOW DID IT GO?
The Results
This campaign set a new benchmark for immersive AR marketing. Distributed through Snapchat’s Lens platform and amplified on LinkedIn, the experience earned praise and organic traction from both the Marvel fandom and casual Snapchatters. It wasn’t just an ad, it was a cinematic, interactive moment fans could feel, share and play with.
The Venom AR Lens stands as an example of how extended reality unlocks new forms of digital storytelling: interactive, inclusive and designed for audiences who expect more from their screens.
GoSpooky and Snapchat share a dynamic, collaborative relationship centered on pushing the boundaries of AR and social engagement. As a creative agency specializing in innovative social technology, GoSpooky partners with Snapchat to create cutting-edge AR experiences that captivate audiences and redefine digital interaction. Snapchat’s platform provides the perfect playground to blend GoSpooky’s creativity with their advanced AR tools, resulting in immersive experiences like Venom that resonate worldwide.
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