Dentsu CreativeInstagram filter2021
Catch virtual jelly with your mouth.
Dentsu asked Blue Bucket to create an Instagram AR experience for Ribena’s new jelly-infused drink.
Brief
A ten-second Instagram AR game challenged players to catch flying jelly pieces with their mouths, then share their score.
Role
3D and software development
Approach
The filter turned the drink launch into a short game: players caught animated jelly pieces with their mouths and shared their scores.
The experience was designed and developed in one month, using face tracking, real-time animation and score sharing to invite friendly competition.
The Idea
Make the product launch something people could play.
The Instagram AR game paired a simple mouth-controlled challenge with scoring and social sharing.
Game Mechanics
After a short countdown, animated jelly pieces moved across the screen. Face tracking followed the player’s mouth; catching a piece earned points.
Players saw their score at the end of the round and could share it or challenge a friend.
Challenge
The filter had to be easy to try while meeting Instagram AR’s technical limits and the one-month production schedule.
The team needed mouth tracking, jelly animation and scoring to respond quickly without complicating the game for first-time players.
Results
The campaign included a competition, with Ribena publishing a video to announce the winners.
Video Gallery
Creator audience figures were recorded on 5 October 2026; they are not campaign results.
VanCampaign: @empiresofloveJelly Face-off creator
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