Snap announces Lens Creative Partners program to connect brands with AR creators

A year ago, Snap launched its first desktop app, Lens Studio, to give artists and agencies the ability to create and run their own sponsored AR lenses. But companies still might not readily know what agencies have prior experience creating lenses. So Snap is today announcing the launch of a Creative Partners program, a group of “certified AR creators” that it points brands toward if they want to start dabbling in sponsored lenses.At launch, the Creative Partners program has more than 30 members, ranging from international ad agencies like R/GA and Grey Advertising to five-person AR/VR shops. Companies can go to Snap’s partner site for advertisers to see a list of agencies included in the program.Snap says that all of the creative agencies included at launch have been using Lens Studio since the beginning and have also completed a course on ad policies and buy models. A spokesperson said Snap hopes to add more than 100 creators to the program over the next several months.