TASAWAR: Taking the Runway

Snap Inc and Weber Shandwick MENAT

In 2023, Saudi’s luxury fashion category held huge untapped business potential for Snapchat. Yet local brands, designers, and agencies still had a limited understanding of how Snapchat’s augmented reality (AR) capabilities could help them bring their work to life. We needed to increase their awareness of Snapchat’s value proposition and drive usage of Snapchat’s AR tools within their product and marketing campaigns. <br />Hosted in Riyadh to coincide with the inaugural Riyadh Fashion Week, we created TASAWAR (‘imagine’ in Arabic), a first-of-its-kind AR fashion exhibition that pushed the boundaries of fashion and creativity through the first-ever virtual runway in MENA, immersive designer showrooms, virtual dress try-ons, headpiece selfie lenses, and more. <br />In addition to igniting online and offline engagement with Snapchat’s AR tools, we became the #1 conversation leader in AR & fashion over the next 6 months.