‘To All the Boys’ is a global rom-com phenomenon becoming one of Netflix’s most popular franchises and amassing millions of adoring fans.
To celebrate the launch of the second film, H&M and Netflix coupled up to create a new collection - and they partnered with us to capture the attention of their young teen audience.
We built fans an innovative Instagram filter, that instead of applying an effect to their face, immersed them inside a famous movie scene in 360 degrees.
The filter is a faithful recreation of the main character’s beloved room and includes all the tiny details only a true fan would notice.
Users can explore the room in 360, tap to travel around it and even snap a selfie to share online.
Inside the room, we faithfully built and displayed pieces from H&M’s new collection so fans could discover the looks up-close.
The filter grabbed the attention of fans around the world, and even the stars of the franchise. The film’s lead actress (Lana Condor), the books’ original author (Jenny Han) and Netflix’s global account shared it on Instagram to their millions of followers.
The filter now has 72,105 captures and over 3,779,967 million impressions, but more importantly fans of the film were left very happy.