The Extra Time Studio is a new artificial intelligence creative studio launched by Snap and AR Lab to help brands participate in live football conversations.
According to research from Snap, 95% of Snapchatters plan to watch or keep up with updates around the tournament. Consequently, this high engagement creates a significant opportunity for advertisers to connect with audiences when excitement is at its peak. The joint venture aims to capture these moments by converting real-time cultural trends into digital assets.
The development process allows brands to launch creative assets in as little as two to six hours. Meanwhile, traditional creative processes often require days or weeks to execute similar campaigns. This rapid turnaround helps brands join active conversations before the cultural moment passes.
Launching The Extra Time Studio
The launch of The Extra Time Studio represents a shift in how brands interact with live sports events on social media platforms. By utilizing automated systems, the studio identifies emerging opportunities and transforms them into relevant creative assets. This approach allows advertisers to maintain relevance during fast-moving sporting events.
Dual AI Agent System
At the core of the studio are two artificial intelligence agents working together in real time. Specifically, the first agent monitors football conversations as they happen, tracking key match moments, fan reactions, and emerging trends. Subsequently, the second agent transforms those signals into actionable insights and creative concepts tailored for brands.
Furthermore, Snap and AR Lab bring these concepts to life through Snapchat Filters and Instant Lenses. These tools help brands connect with fans in ways that align with the live match context. As a result, the final creative assets are delivered directly to the target audience’s mobile devices.
“Every match creates new moments, new conversations and new opportunities for brands to connect with fans. The challenge is that these moments move quickly, and traditional creative processes often make it difficult for brands to keep pace. The studio was built to help brands react in real time.”
Antoine Challita, UAE Country Head at Snap Inc.
In addition, Wissam Jomaa, Founder and CEO of AR Lab, stated that the studio combines intelligence, creative thinking, and agile production. He noted that the goal is to help brands transform real-time opportunities into immersive experiences that audiences want to engage with, moving from insight to execution in hours.
Real-Time Content Creation
The integration of augmented reality tools allows brands to capitalize on key match moments and fan conversations. Notably, the studio will support partners and advertisers throughout the football season. This ongoing support ensures that brands can maintain a consistent presence during major sporting events.
Future Outlook for Sports Marketing
As digital platforms continue to evolve, the demand for rapid content generation is expected to increase. Therefore, The Extra Time Studio serves as a model for future marketing campaigns that rely on real-time data. Brands that adopt these automated creative workflows may find greater success in engaging modern sports fans.
