Episode 5: Behind the Platform Curtain with Luke Hurd

Creative Catalyst with Lianne Baron

For creators looking to build a career in AR on social platforms, this episode will demystify and reveal how platforms work with creators and clients when ad spend is mentioned in the conversation.
We'll pull back the curtain to share the holistic perspective of how a large brand or agency structures an AR campaign - including how money is spent, and what to expect from platforms when ad revenue becomes part of the equation. Our observations may surprise you if you haven't worked with Meta, TikTok or Snapchat in this capacity and is an important conversation for any AR creator building a career in this space, so they can better understand how the game is structured in an effort to level the playing field.
*This conversation is a reflection of our personal views, and observations based on our own experiences.
Host bios:
Lianne Baron
Lianne is an experienced Augmented Reality strategist and partnerships expert who most recently worked with Meta where she supported the world's top AR creators to create impactful experiences that leverage the latest in immersive technology. She has worked with the world's leading brands and agencies to design and execute innovative AR campaigns that drive engagement, brand awareness, and revenue.
Lianne's expertise lies in matching creators and compelling AR experiences that deliver measurable results, from product launches and interactive installations to marketing campaigns and educational programs. As an accomplished speaker and thought leader in the immersive arts space, Lianne is dedicated to sharing her knowledge and inspiring the next generation of creators and innovators.
Find her on Instagram and connect with her on LinkedIn.
Luke Hurd
Luke Hurd is an immersive artist, innovator, and experience designer who specializes in the latest immersive experiences for the global brands under VMLY&R and WPP. As one of Meta’s Spark AR Curriculum creator and instructors, he teaches thousands of new students of Augmented Reality each month and consults for brands and agencies across the world how to strategize, concept and create captivating experiences that reach billions of people.
His work has been featured on Good Morning America, Adweek, NBC News, and his clients include heavy hitters like Wendy's, Coca-Cola, Microsoft, NASA, Meta, Coachella, Intel and National Geographic.
Find him on Instagram, TikTok, Twitter and LinkedIn.