Case Study

An agency makes waves with an underwater IG Face Filter

Sherpa Marketing and McKim Communications Group merged in the spring of 2021. By the end of 2021 they still had not formed a new single brand identity and with the holiday season fast approaching, they found themselves wondering what their annual holiday card would look like. The team landed on a holiday campaign that asked their audience to play a word scramble to create a new name for their agency, then followed by voting on the winning name. Mermaid Cheeks was the winner of the Holiday Name Campaign. Sherpa.McKim then went to task to create a logo and brand identity around the Mermaid Cheeks name and created several tactics to support the fake brand, including an Instagram Face Filter.


Create brand awareness through a Face Filter that would promote the Fake Brand - Mermaid Cheeks, all while being fun, cheeky (pun intended) and engaging. And do it all in a very tight timeframe of under two weeks.


Sherpa.McKim worked with First Descent AR Studio to develop an underwater-themed Instagram Face Filter, which dawned an orangish tint to the user's hair, added a mermaid tail and made bubbles appear when the user opened their mouth.

The First Descent team were able to work on the AR filter quickly and delivered it on time to hit the tight deadline.

Working on Mermaid Cheeks was a fun and interesting project. It's not everyday I get to build out a mermaid tail and play with different hair options! It definitely was something different and I'm happy how it all came together, in a relatively quick turn around.
Boris Ibanez, Mixed Reality Developer First Descent AR Studio


Mermaid Cheeks aka Sherpa.McKim, launched a fun tactic to support their Fake Brand Campaign and everything it stood for. The goal was to show that they weren’t taking themselves too seriously and this tactic played well in their overall strategy.


After six weeks of the filter going live Sherpa.McKim saw these results:

Impressions: 2.5M
Opens: 43.9K
Captures: 6.6K
Saves: 2.6K

Educate your audience in a more engaging and interactive way with AR. Want to see how your brand can use AR? Contact Brian Dusselier, our AR Specialist, to get the ball rolling on an AR project that will wow your audience.