Project overview
The brief
The Haagse Mat is one of the most iconic symbols of The Hague (Den Haag) — the distinctive woven mat pattern that's deeply embedded in local culture and identity. HaagsMatje brought this icon to life as a fun, wearable Snapchat AR product: a lens that places the Haagse Mat on your head as a cap and transforms your hair into the pattern.
Launched around Kingsday — one of the biggest celebrations in the Netherlands — the lens was designed to be shareable, joyful, and instantly recognisable to anyone from Den Haag.
What we built
- Snapchat AR lens placing the iconic Haagse Mat as a cap and hair on the user
- Head tracking and face mesh for accurate, real-time fit on any head shape
- Timed around Kingsday for maximum cultural relevance and shareability
- Distributed organically on Snapchat targeting Dutch users
Project highlights
Key deliverables
& results
PlatformSnapchat
Lens typeHead / hair AR — wearable cap effect
MarketNetherlands
Launch timingKingsday (Koningsdag)
Cultural iconThe Haagse Mat — Den Haag's signature pattern
ClientHaagsMatje
More work