222M Views: Building AR That Sparks Global Trends

Project Overview

In the saturated world of TikTok AR effects—where thousands of filters compete for attention daily—I created effects that generated 222M+ views, earned me Top 1% Gold Badge creator status, and sparked viral trends across two countries.

The breakthrough came from spotting a cultural trend before it peaked: Chappell Roan's meteoric rise and her iconic makeup look from the NPR Tiny Desk Concert. By creating an AR filter that let users embody that aesthetic, I tapped into a moment of collective cultural identity—giving fans a way to perform fandom, not just consume it.

The effects were adopted by major creators including Trisha Paytas and @otakoyakisoba, generated 102K+ user posts, and created viral trends in both the United States and the Philippines—proving that great AR design transcends language barriers.

The Challenge

The Problem

The TikTok AR effects marketplace is brutally competitive. Every day, hundreds of new filters are released. Most get a handful of tries and disappear. The challenge wasn't just creating technically sound effects—it was creating effects people would actually want to use and share.

The Opportunity

I noticed something in mid-2024: Chappell Roan was everywhere. Her Tiny Desk Concert was being discussed, dissected, and celebrated across social media. Her makeup—theatrical, bold, unapologetically queer—was becoming a cultural signifier. But no one had created a good AR filter capturing that aesthetic.

This was the perfect storm: a rising cultural moment, a visually distinctive look, and an audience eager to participate in that identity.

The Insight

The Chappell Roan Opportunity

Chappell Roan's makeup wasn't just aesthetic—it was a statement. It represented queer identity and pride, theatrical self-expression, confidence and boldness, and community belonging among fans.

By creating an effect that captured this look, I wasn't just offering a makeup filter—I was offering users a way to participate in a cultural moment and signal their identity.

Trend Forecasting in Action

The key was timing. I spotted the trend as it was building momentum but before it peaked. Chappell was viral on music TikTok and queer TikTok, but hadn't yet crossed over to mainstream pop culture. This gave me time to design, develop, test thoroughly, and launch right as mainstream awareness was accelerating.

My Strategy

1. Design for Identity, Not Just Aesthetics

The effect needed to do more than replicate Chappell Roan's makeup—it needed to make users feel like they were embodying that energy. This meant capturing the theatrical boldness, making it wearable across different faces and skin tones, ensuring it looked good in various lighting conditions, and balancing recognizability with individual expression.

2. Create for Shareability

I designed the effects specifically to encourage sharing by making them photogenic, community-building, performance-friendly for lip-syncing and dancing, and conversation-starting to prompt comments and engagement.

3. Technical Excellence

Even brilliant concepts fail if the technical execution is poor. I focused on face tracking accuracy, performance optimization for older devices, inclusive design across all skin tones and face shapes, and lighting adaptability.

4. Launch Strategy

Launching an AR effect is like launching a product. I posted my own videos using the effect to demonstrate it, tagged relevant communities, engaged with early adopters in comments, and created content showing different ways to use the effect.

Development Process

Tools & Platform

I developed the effects using TikTok Effect House, which requires understanding face tracking technology and anchor points, visual scripting for interactivity, 2D/3D asset creation and optimization, color theory and makeup design principles, and performance optimization for mobile devices.

Design Iteration

The Chappell Roan effect went through multiple iterations: researched dozens of images/videos from the Tiny Desk Concert, extracted exact colors from her makeup looks, created prototypes that were refined based on testing across different lighting conditions, skin tones, face shapes, and device models.

When It Went Viral

Going Global

Something unexpected happened: the effects went viral in the Philippines. Despite Chappell Roan being a U.S. artist, Filipino TikTok users embraced the theatrical makeup aesthetic. This taught me a crucial lesson: great design transcends cultural boundaries.

The Numbers

• 222M+ views across all videos using the effects
• 5.2M+ tries of the effects
• 102K+ user-generated posts featuring the effects
• 30M+ likes on videos using the effects
• 7.6M+ shares spreading the effects further

Key Moments

What's Transferable

1. Product Development Meets Cultural Insight

Creating successful AR effects requires the same skills as launching any digital product: understanding user needs, technical execution, market timing, and distribution strategy.

For employers: I can develop digital products that blend technical capability with cultural relevance—essential for consumer tech, gaming, and social platforms.

2. Trend Forecasting as Competitive Advantage

I spotted the Chappell Roan opportunity before mainstream awareness peaked. This gave me time to develop, test, and launch at the perfect moment. The same principle applies to any product launch or marketing campaign.

For employers: I can identify emerging trends early and move quickly to capitalize on them—critical for staying ahead in fast-moving markets.

3. Design for Identity, Not Just Function

The effects succeeded because they helped users express something about themselves. The best products don't just solve problems—they help users become the people they want to be.

For employers: I understand how to design experiences that resonate emotionally with users—key for building products people love and advocate for.

4. Community Building Through Product

The effects created community. Users weren't just trying a filter—they were participating in a shared cultural moment. This turned individual users into advocates who recruited others.

For employers: I know how to build products that foster community and organic growth—essential for social platforms, gaming, and any product relying on network effects.

5. Technical + Creative = Viral

Creating viral AR effects requires both technical proficiency (face tracking, optimization, scripting) and creative vision (design, timing, cultural awareness). Most people have one or the other; having both is rare.

For employers: I bridge the gap between technical execution and creative strategy—valuable for any role requiring both left-brain and right-brain thinking.