To support Hellmann’s Super Bowl LVIII (2024) campaign featuring Kate McKinnon, Pete Davidson, and the viral Mayo Cat, we developed a playful social AR camera effect that brought the character directly into users’ environments. Fans could record short videos and photos with Mayo Cat as if it had jumped out of the commercial and into their camera.

Released during the surge of conversation around the Super Bowl halftime and post-game social window, the filter encouraged humorous, shareable content that matched the quirky tone of the national campaign. By combining a recognizable character with simple camera interaction, the experience extended the reach of the Big Game commercial and kept the Mayo Cat moment circulating across social media.