When it comes to blending creativity and technology, few do it better than Sam Guilmard, founder of Playbound Studio. From his early days experimenting with AR using Meta Spark to running workshops and building interactive brand experiences, Sam has become a go-to creator at the intersection of art and immersive tech.

We caught up with him to talk about his journey, how he’s helping others discover the magic of AR, and what’s next for Playbound.

Background and Journey

Q: You started out using Meta Spark AR. How did that experience lead you to where you are today as a WebAR, Lens Studio, and Effect House specialist?
Meta Spark taught me a lot about AR development, not just from a technical perspective but also from a design and UX philosophy. I came from a game dev background, so switching from written code to node-based programming came with a few learning curves, but it made moving to Lens Studio and Effect House seamless.

Creating Instagram filters also taught me what makes a good AR experience. It changed how I thought about user interaction, from clicking and swiping to blinking, smiling, or moving your hands. Ultimately, I learned that the most important aspects of any AR project are simplicity, functionality, and shareability.

Q: What first drew you to augmented reality, and how did you develop your focus on image tracking and moving posters?
My first experience with AR was during my Games Programming course at university. Out of all the input methods we explored, AR immediately clicked with me. It sparked thousands of ideas that I’m still chasing today.

For my dissertation, I built an AR board game, which quickly shifted my focus to image tracking. I loved taking a physical object and layering digital assets on top to bring it to life, especially for posters and art prints.

Q: You often talk about being at the intersection of art and technology. How do you see the line between designers and developers changing as AR tools evolve?
The line between designers and developers is definitely blurring. We see it everywhere, from web dev tools like Figma to the AR space. It used to be that only big brands with huge budgets and dev teams could even touch AR. Now it is more accessible than ever. Tools like 8th Wall Studio are a huge part of that, offering visual 3D editors that are far more intuitive for designers than a wall of code. It is why I have started to see AR less as a niche development technology and more as an entirely new creative medium.

Collaboration and Teaching

Q: You’ve become known for running engaging AR workshops. What do you enjoy most about teaching others to create with AR?
When I first started, I got a ton of help from the community, and I still do. Running workshops is my way of giving back. I want people to have that same eureka moment I had at university and to realize that AR is not just for expert programmers, it is for everyone.

Q: You’ve said you love collaborating with other agencies and artists. What do those partnerships look like?
Collaboration is key. You have to know your strengths, accept your weaknesses, and work with experts to make the best experience possible. I especially love helping traditional artists bridge the gap to immersive tech. My goal is to be "your favourite artist's favourite tech guy."

Q: Tell us about your recent workshop teaching people to make posters that move.
It was a four-hour crash course on 8th Wall Studio, where participants built their own AR posters. I provided a base template so everyone could customize it easily. The room was a perfect 50/50 split of designers and developers, and every single person left with a working AR poster. That moment, watching people light up when it came to life, was the best part.

The Coaster Project

Q: One of your standout projects is the AR coaster experience with a local brewery. How did that collaboration start?
At Playbound, our mission is to show brands and agencies why AR is such an effective marketing tool. There is still a stigma that AR is an expensive gimmick for big companies, so we host free "knowledge share" sessions that explain the what, where, and why of AR. This project started right after one of those sessions.

Q: The brewery was launching a new peach lager. What was their goal, and how did AR help bring it to life?
The campaign was inspired by ski holidays, skiing all day and partying all night with dance music at the center. They wanted something interactive that would appeal to a younger crowd and encourage sharing. Our solution was an AR coaster that brought the beer’s logo to life with animation and music, linking out to their social pages and a curated Spotify playlist.

Q: You’ve described it as “simple but polished.” What made that approach work?
At a beer launch, no one wants a complicated experience. We focused on one thing, a seamless "wow" moment. From QR scan to animation, it was instant and effortless. Stable tracking, fast loading, and simplicity made it feel premium.

Q: Why do you think it resonated so well?
It fit naturally with the campaign. The coasters were everywhere, so discovery was effortless. The best part was when people realized it worked on other logos, like tap handles, posters, and cans. That is when it really spread.

Process and Growth

Q: You’ve been using image targets in new ways since that project. What kind of impact have you seen?
Adding AR to existing media instantly boosts engagement. No one talks about a static poster, but they will talk about one that comes to life. It is a great tool for both consumer and internal communication. We are now using it for event promos and even a client’s internal launch, where scanning a flyer plays a message from their CEO.

Q: How do you usually connect with new clients?
Our knowledge share sessions are the best way to show what is possible. We also post personal experiments on social media, not just client work. Showing our own passion draws the right people in.

Q: 8th Wall’s new pricing has made AR more accessible. How has that changed things for you?
It is a total game changer. AR is not just for huge budgets anymore, it is for everyone. That accessibility is growing the developer community and helping more local clients get creative with interactive content.

Creative Vision and Future

Q: What’s your overall philosophy when it comes to creating AR experiences?
My AR philosophy is KISS, keep it simple, Sam. The best AR experiences do one thing perfectly, not a thousand things poorly. AR should enhance what already exists, not replace it.

Q: Where do you see the biggest opportunities for agencies and artists exploring AR?
WebAR, without a doubt. Tools like 8th Wall Studio make it possible to turn traditional media, such as posters, packaging, and coasters, into interactive pieces without an app download. For artists, it is a new creative layer that brings physical art to life.

Q: Finally, what’s next for you?
I am really excited about exploring "magic mirrors" for events. I will keep pushing image tracking and diving into body tracking as it gets more stable. We are also in talks with a local football team, and let’s just say there are some big AR ideas in play.

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