Everyone wants to live in Barbie's world! PhotoRoom, an AI-based photo editing app, has partnered with Warner Bros. and their marketing agency, Bond, to develop an official filter that allows fans to transform into "Barbie" characters.
Launched on April 3, the AI-powered selfie generator, barbieselfie.ai, has garnered immense popularity, amassing over 13 million uses. It is only one of the many marketing tactics the highly popular "Barbie" movie employs, starring Margot Robbie and directed by Greta Gerwig.
Barbie-themed Krispy Kreme donuts, a collection with Gap, Barbie the album, and many more have made the live-action movie a summer hit.
TOPSHOT - Australian actress Margot Robbie poses on the pink carpet upon arrival for the European premiere of "Barbie" in central London on July 12, 2023. Hollywood A-listers have been walking red carpets in hot pink, glitter is back, and companies from The Gap to Burger King are doing rose-colored collaborations: "Barbie" mania is everywhere as the hotly anticipated film hits theaters worldwide.
Barbie-Inspired Image
The interactive tool provided users with a delightful Barbie-inspired image, equivalent in quality to the movie's promotional posters. This viral sensation created by Warner Bros. engaged fans, brands, influencers, and celebrities worldwide, including the likes of Rihanna and Pedro Pascal, turning it into an instant pop cultural phenomenon.
Matthieu Rouif, the CEO of PhotoRoom, expressed delight in witnessing their technology embraced by renowned companies worldwide, highlighting their initial focus on helping small businesses.
"We started by helping small businesses, and it's amazing to see some of the most well-known companies in the world using our technology. The biggest challenges marketing teams face with user-generated campaigns are maintaining quality and protecting the integrity of the brand. With PhotoRoom, brands can scale user-generated content like never before," Rouif said in a statement.
To fashion the selfie generator, PhotoRoom's API played a pivotal role in removing backgrounds from user-generated content. The seamless integration and output quality offered by PhotoRoom were crucial in meeting Warner Bros.' creative requirements.
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All About AI-Based Photo Editing App, PhotoRoom
Cameron Curtis, EVP of Worldwide Digital Marketing at Warner Bros., lauded PhotoRoom for captivating audiences worldwide with their Barbie Selfie Generator. The user-friendly interface propelled the generator into the digital spotlight and opened endless possibilities for generative AI in upcoming campaigns.
PhotoRoom has over 80 million downloads from mobile app stores. With Paris as its headquarters and a team of more than 40 employees, PhotoRoom has ambitious plans to expand its API offering, aiming to serve more global brands across diverse industries.
Founded in 2019, PhotoRoom has thrived in the commerce photography sector, initially gaining recognition for its top-notch background remover. Over time, they have expanded their repertoire to include a batch photo editor, a magic retouch tool, and their latest addition - an AI tool for instantly generating backgrounds and shadows.
Barbie is currently showing worldwide, featuring a star-studded cast with Robbie playing the titular role, Ryan Gosling, America Ferrera, Will Ferrell, Simu Liu, Issa Rae, and many more.
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