In order to publicize Carrie Underwood’s new album, Cry Pretty, Universal Music Group wanted to create an engaging and fun experience for fans. Southern Made partnered with Universal Music Group to create an AR (augmented reality) filter that transformed users face to make it look like they were “Crying Pretty” with glittery tears that looked like Underwood’s album cover. The goal was to create a filter which played her song and could be shared on social media. The filter was available on Instagram and SnapChat. See a demo with Carrie Underwood here.
