To All The Boys Instagram filter

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

Rather than the same old same old, we built a filter letting megafans step inside a perfect recreation of the lead character’s iconic bedroom. Fans could explore all the tiny details and discover the collection in 360 3D.

H&M’s collection was faithfully recreated within the filter.

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

The film’s star Lana Condor (9.8m followers), author Jenny Han (370k) and the official Netflix account (1.9m) all shared the experience – without being paid to promote it.