Recently, the Meitu Creator Platform (MCP) launched an AR work collection activity, the College Student Art Creation Camp, together with the School of Visual Communication and Media Design from the Guangzhou Academy of Fine Arts, as well as the School of Design & Innovation from Xiamen University’s Tan Kah Kee College. During the activity, participants used the tools available on MCP to create AR effects, using elements from the well-known skincare brand Fresh’s Iris-themed Van Gogh-inspired packaging design, displaying a brilliant combination of digital art and commercial branding.

Young Creatives Inspiring Brand Vitality

The competition is closely related to the brand positioning of Fresh. Students from two colleges used the tools available on MCP Studio to create the themed AR effects. The effects are creative, cutting-edge effects that explore the aesthetic and artistic value of the brand from the perspective of young people.

Meitu College Student Art Creation Camp

In early 2021, MCP and Fresh launched a cooperative creation activity for Spring Festival-themed AR effects with students at the School of Visual Communication and Media Design from the Guangzhou Academy of Fine Arts. The event produced a large number of high-quality works that were well received, including 58 selected AR effects. The overall exposure of the event exceeded 1.4 billion views, and the AR effects were used nearly 85.93 million times.

Due to the success of the last cooperation, the two parties decided to work together again. As the host of the event, Meitu Creator Platform provides space and design tools to art college students to enable them to show their artistic talent. A large number of fresh ideas from young students has resulted in marketing ideas for Fresh that are more personalized and trend-oriented. For Meitu Creator Platform, the continuous emergence of high-quality works keeps Meitu's content ecology alive. With Meitu Creator Platform as the link, the competition brings value to both Meitu and Fresh, as well as the students that participate.

Digital Art Accelerates Business Model Maturation

Over the past year, Meitu Creator Platform has built a pyramid matrix of future aesthetic content, leading the alliance of artists, content geeks and creators to create future aesthetics together. Curated by Meitu Creator Platform, the Meitu Future Art Museum is exhibiting “Spiritual DNA-The Myth of Another Space”, featuring AR works created by Tim Yip, the leader of New Oriental Aesthetics. The online viewing experience of this digital art has attracted attention from all walks of life. In addition, Lucky Genie, a line of AR works created by the cutting-edge digital artist Ma Ming, were recently released online and attracted the attention of a lot of young users.

Excerpts from the Outstanding Works of the Meitu College Student Art Creation Camp

With rich artist resources externally, and internally connecting the traffic of the Meitu App with BeautyCam and other resources, the Meitu Creator Platform has formed a closed loop for Meitu's content production from creation to interaction to transformation. In the process of improving the content ecology of Meitu, Meitu Creator Platform plays an important role in connecting the content system and commercial brands.

In the Fresh brand competition, the college students used MCP to reconstruct PGC aesthetics, fashion IP, and commercial content, bringing marketing solutions for the brand’s sustainable growth in a way that is easily accepted by young users.

The cooperation between Meitu Creator Platform and Fresh has completed the entire process of brand marketing, from user redirecting to creativity production, and from interaction to transformation, once again proving that Meitu's “technology + content” youth marketing strategy is effective. The market is ready for Meitu and its Creator Platform to provide tools and create an atmosphere for artists and creators to bring more stylish and personalized digital art content to users.