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HBO, Snapchat Team Up on AR Lenses for His Dark Materials – Adweek

Will Snapchatters be able to bear the newest series of augmented reality lenses from the messaging application and HBO?

The premium network and Snapchat teamed up on a series of AR lenses that bring Iorek Byrnison, the armored bear from series His Dark Materials, and other animals from the show—referred to as daemons—to life.

His Dark Materials is based on the trilogy of books by Philip Pullman, and stars include Lin-Manuel Miranda and James McAvoy.

The key art marker tech lens, featuring Miranda, debuted in New York and Los Angeles early this month.

It was followed by a landmarker lens that was released last week at the TCL Chinese Theatre in Los Angeles.

And Wednesday, a face lens and world lens join the fray, available to Snapchat users throughout the U.S.




Snap Inc. called HBO a key partner for 2019, noting that the two parties also collaborated in April, when they used landmarker AR technology to enable the Ice Dragon from Game of Thrones to take over New York’s Flatiron Building.

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