Snap is helping brands create augmented reality (AR) adverts and experiences after launching a new studio.
The move is to help popularise the use of tech that is able to overlay computer-generated images (CGI) onto a consumers view of the real world.
Snap first used the technology on its popular social media platform, Snapchat, where users can superimpose AR photo filters onto their pictures and videos.
The company has staked its future on advancing the technology by launching AR-enabled eyewear alongside making acquisitions in the industry for companies that develops virtual fashion try on technology.
The new studio, which Snap has called “Arcadia” will help brands build themselves AR experiences for anywhere it wants to place content on the internet.
“The goal is to push the boundaries of what’s possible in AR,” Snap head of creative strategy Jeff Miller said.
Arcadia will operate as a separate arm of Snap and will work with companies in project-based capacities.
The division’s first AR project was launched with fast food fashion chain Shake Shack on Monday in New York.
The restaurant’s customers can open the Snapchat app before scanning a code which will let them virtually try on “Snap Shack’ branded merchandise and purchase items on their phones.