Snapchat Introduces 3D Full Body Tracking Technology for AR Lenses

Tim Hortons will become the first brand to tap the new option on Halloween

The lenses track 18 joints on the human body and apply 3D models to follow the movements of people Snap Inc.

Why settle for 2D body tracking technology when you can have 3D full body tracking technology?

Snap Inc. introduced its new offering with a set of augmented reality lenses just in time to enable Snapchatters to don AR costumes for Halloween.

Speaking of Halloween, Tim Hortons will become the first brand to roll out a sponsored lens using the new3D full body tracking technology Oct. 31, when it will be available to Snapchatters in Canada.

Tim Hortons/Snap Inc.

American Eagle did the same with Snap’s 2D body tracking technology, debuting a dance challenge lens for back-to-school season.

Snap said its 3D full body tracking technology is the first of its kind to be made publicly available, adding that it works across platforms and can be captured by the front- or rear-facing cameras.

It is debuting with one-dozen lenses, which will be available in Lens Explorer starting Wednesday (Oct. 28).

The lenses track 18 joints on the human body and apply 3D models to follow the movements of people in the camera’s view.

Seven of the lenses in Wednesday’s rollout overlay 3D body tracking as costumes, while the remainder add AR characters that mirror people’s movements in real-time.

Snap Inc.

Snap Inc.

Snap Inc.

As for Tim Hortons, its lens will allow Canadian Snapchatters to put an AR-powered Timbits costume on themselves and others.

A spooky Tim Hortons lens will also debut on Halloween in the Snap Camera desktop application.

Tim Hortons Canada lead, social and digital Youri Hollier said in a statement, “We’re thrilled to be partnering with Snapchat for this global launch. Their full body lens is an exciting AR format that’s perfect for the Hallowe’en season. Every Halloween, we see guests dress up as Tim Hortons products. This AR innovation makes it easy for Canadians across the country to do the same, while having fun with and building a stronger connection to the products they love.”

Snap said the lenses were built via an internal version of its Lens Studio AR creation tool, and 3D full body tracking technology could potentially be added to the public version of the tool.

Snapchatters wishing to access the new lenses can tap the camera screen to bring up the AR bar, and then tap Explore in the lower-right corner to open Lens Explorer.

The 12 3D full body tracking lenses are accessible by tapping World, and choosing any of them enables users to experiment, take Snaps and share with friends.

Snap said over 180 million users engage with AR daily, doing so up to 30 times per day.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
{"taxonomy":"","sortby":"","label":"","shouldShow":""}