During F8 conference, Facebook CEO Mark Zuckerberg, announced a platform for developers, called Camera Effects Platform, which “turns smartphone cameras into the first AR platform”.

This new initiative includes two creative tools, Frame Studio and AR Studio, that give users the power to create a full spectrum of camera effects, from simple frames to interactive augmented reality (AR) experiences.

Frame Studio is already available and is a web-based tool that allows anyone with a profile or Page to design frames for use on profile pictures or in the new Facebook camera.

In turn, AR Studio is now in closed beta for Mac. It enables artists and developers to build their own AR experiences such as animated frames, masks, and interactive effects that respond to motion, interactions during Live broadcasts, or third-party data.

Some of AR Studio beta partner are Manchester United, Nike, Real Madrid, TripIt, and Warner Bros’ Justice League.

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