To All The Boys 360 filter

H&M and Netflix launched a fashion collection inspired by hit movie franchise To All the Boys.

Rather than the same ol’ fashion campaign, we built an innovative Instagram filter that immersed fans in the iconic bedroom from the films.

Fans could explore all the perfectly recreated details in 360, and discover the collection in 3D.

In the first 48 hours, the filter was used 2.8 million times.

The film’s star Lana Condor (9.8m followers), Netflix’s official account (1.9m), and the franchise author Jenny Han (370k) all shared the filter – without being paid a dime.