Steve Maddenverse AR Filters

In October 2021, Steve Madden launched the “Steve Maddenverse” campaign, inspired by the “Big Head Girls” Steve Madden ads from the 1990s. The “Steve Maddenverse” campaign created five stylized avatars by scanning influencers Normani, Nessa Barrett, Jordan Alexander, Sydney Sweeney, and Justine Skye. Wanting to bring customers into the “Maddenverse,” Steve Madden and Elite World Group worked with ROSE to create five Instagram effects that transform fans into the campaign avatars. By enlarging the user’s head and sampling their skin tone to update the bodies of the avatars in real-time, Steve Madden fans are transformed into their very own “Big Head Girl.” In one week, the filters had generated over 675,000 impressions and 17,900 uses.