Aspartofthe100thanniversaryoftheBauhausmovement,Demodern,incollaborationwiththeGermanNationalTouristBoard,isdevelopingaseriesofARfacefiltersthatcreativelyreinterprettheaestheticlegacyofBauhausmembersinatechnologicallyinnovativeway.
Client
Deutsche Zentrale für Tourismus
Industry
Travel & Leisure
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
How Bauhaus100 AR face filters make the centenary heritage participatively experienceable.
The Bauhaus anniversary needs a contemporary narrative.
The challenge was to make the hundred-year heritage of Bauhaus relevant for new, especially young target groups, and to position Germany visibly as a creative place of origin. Success was measured by reach, engagement, and the ability to make culture digitally participatory.
Deliverables included a series of over 20 AR face filters, each inspired by Bauhaus representatives like Gropius, Kandinsky, or Klee, a DIY poster campaign that brings selfies into urban spaces, and a staggered influencer release throughout 2019 that transformed selfies into a decentralized digital exhibition.
Over 20 AR face filters retell Bauhaus history.
The filters range from graphic makeup effects to 3D masks and collages and cut-outs that respond to facial expressions and change their composition with a wink or tap. A consistent typography code gives each selfie the appearance of an exhibition poster.
Creative technology made the invisible visible.
Through targeted modifications to Spark AR, we implemented camera filters, color modulations, and upper body cutouts that were previously not possible. A highlight was a scenario inspired by Oskar Schlemmer that virtually halved the head and staged it as a small stage.
The activation took place in phases: Influencers from beauty, travel, and design launched filters exclusively, creating exclusivity and high demand before the filters were made available to all users. The social play was complemented by the DIY poster campaign, which connected the digital and real worlds.
The process began with research and prototyping, quickly moved to user-tested prototypes, and led through iterative builds to a staggered launch that allowed for optimization and viral leverage.
We tested iteratively, launched quickly, and scaled virally.
Bauhaus100 has renewed culture democratically and visually.
The campaign turned users into curators, transformed social selfies into a decentralized exhibition, and strengthened the narrative of Germany as a creative place of origin. The dialogue between art and technology opened new access points for cultural mediation.