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 fashion campaign, we built an inniovative 360 filter that immersed megafans in the RomCom’s iconic bedroom. Fans could explore all the perfectly recreated details, and discover the new 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), author Jenny Han (370k) and the official Netflix account (1.9m) all shared the experience – without being paid to promote it.