The Lens uses Snapchat’s industry leading augmented reality technology and Verizon’s 5G Ultra Wideband increased capacity to bring to life a musical performance by Grammy® nominated psychedelic soul band Black Pumas at the New York Public Library. This is the first 5G experience from Verizon and Snap Inc.’s 5G innovation partnership.
Opening Snapchat and using the Verizon Lens on the NY Public Library transforms it into a next generation stage where Verizon 5G Ultra Wideband customers with 5G smartphones can watch the Black Pumas Eric Burton’s 3D Bitmoji dance to the entire hit song “Colors” in front of an explosion of flora and fauna from the sidewalks of 5th Avenue. A shorter, non-5G enabled version of the Landmarker is available for everyone to experience through Snapchat, even non-Verizon customers.
“There’s no better way to demonstrate the sheer power of Verizon 5G Ultra Wideband than by creating unique experiences that align with consumers’ interests and take them to places they never imagined possible,” said Frank Boulben, Verizon Senior Vice President of Consumer Marketing and Products. “The 5G Landmarker Lens is an example of how 5G can redefine music experiences through augmented reality. We look forward to bringing more of these new, creative customer experiences to life via our partnership with Snap.”
The performance was shot by Verizon Media’s RYOT in the first and only 5G production studio in the country. RYOT used motion capture technology to track Black Pumas’ lead singer Eric Burton’s movement, which RYOT and Snap brought to life as an animated 3D Bitmoji. This marks the first musical performance shot on the RYOT motion capture stage for a 5G phone experience.
“At Snap, we’re always looking for ways to push the envelope with augmented reality. 5G’s increased speeds and lower latency means that we can do more with AR than ever before, and innovation partners like Verizon are helping us transition seamlessly into this new world. Together we are creating and scaling incredible new experiences, and it starts with this new Landmarker Lens” said Jared Grusd, Chief Strategy Officer, Snap Inc.
Verizon is also launching a 4G Worldview Lens featuring the Black Pumas that can be accessed anywhere in the US. The Lens will be accessible to all US Snapchatters in the Snapchat Lens carousel beginning November 22.
As part of the 5G innovation partnership, Verizon and Snap are also bringing next-generation content and augmented reality experiences to life with Snap Originals shows. Move It!, premiering November 2020, and Fake Up, premiering December 2020, will each feature a special 5G Lens experience exclusive to Verizon 5G Ultra Wideband customers in the series’ respective final episodes.