Journal

Insights on AR, AI & the digital craft

Process, playbooks and perspective from behind hundreds of AR Lenses, award-winning effects and the systems that reached millions.

The 'Bald Version' Lens didn't go viral by accident. Here's the design and engineering thinking behind a Lens that reached 185M people.

How I placed as an Overall Winner among 1,300+ entries in Meta's Spark AR Cyberpunk 2077 competition.

Lessons from building game Lenses — like Sorting Friends and Run Jerry Run — that drove 2.4B+ plays.

Why I expanded modelsbythor from AR into AI systems — and how the two disciplines reinforce each other.

A breakdown of how I turn a brand brief — like Abbas Perfume or Arron Comet — into a Lens the client loves.

Why browser-based AR is the most underrated channel for brands right now — and how to use it well.