He talks about trends in networks, metrics and digital tools with an enviable naturalness. He refers to his colleagues citing his Instagram users instead of the name, and tells, as a fact, that his creations were chosen by popular figures of all kinds, such as the Kardashians, Juana Tinelli and L-Gante. Agustina Ficher – @ agusfich if we want to get in tune- she is the young Argentine creator of some of the most famous Instagram filters, which in a few months already accumulated more than 6,000 million impressions.
The world of social media is multi-layered. On the one hand, there are ordinary users and those who have several thousand followers and, clearly, they are the trendsetters. They are also the “creators”, such as Agustina, which generate the content that, at certain times, reaches the agenda of what the rest of the users will see in their feed and in their stories.
This is what has happened several times since she began her short but successful career as a filter maker: this week, after the peak of popularity reached by the mop L-Ghent, the young woman dedicated a filter that emulates her tattoos with augmented reality, and it was all the rage. The same musician uses it almost daily, and different influencers were “tattooed” for the networks.
Agustina Ficher is studying marketing and is finishing up her own creative studio with a friend.
“It all started casually. Alex Acosta, who does the photography direction in his video clips, he began to follow me. We exchanged a couple of words and he told me that he liked my filters, and that’s when I said, half jokingly, half seriously: ‘I can make L-Ghent one with his tattoos, you show him.’ He loved the idea! ”She says, laughing.
Born in Río Gallegos, Santa Cruz, but based in Buenos Aires, she is usually attentive not only to trends in networks, but also to news that has an impact and, quick to reflect, knows how to see an opportunity. “When Cristina’s ‘Elegant’ happened Fernández de Kircher, I knew it was the right time to launch it. So I got on the computer over the weekend and did it. I was there from 4 in the afternoon on Saturday until 6 in the morning on Sunday! ”, He explains. And he adds: “I had a lot of fun doing it because he is a person that I admire, I love everything he does and his life story. Within 20 minutes of having published the filter, L-gante was already sharing it in his stories ”.
Her FAVS filter was the starting point for Agustina Ficher to be a trend.
The same L-Ghent He sent him an audio to thank him and hundreds of fans wrote to him to tell him that they loved it and that they were grateful that he had honored him that way. In the first 12 hours the filter reached half a million impressions. At the end of this note, it already had 2 million and was still growing.
At the age of 24, while finishing a master’s degree in Marketing and working at Super, an agency that provides creativity services for Free market, keeps looking for ideas that inspire her to create new pieces.
How do you learn to make filters? Doing them. Agustina studied advertising, then she studied creativity and worked at Polka, where she was responsible for the landing of the production company on TikTok. “That gave me the gymnastics of being attentive to the trends of the moment and creatively applying them to the profile of the producer,” he says. In the midst of the pandemic, bored and wanting to do something new, she started looking for information and practicing.
The “miracle” of the filter: L-Ghent’s tattoos on Agustina’s body.
She met several creators who motivated her: “@demiandrou and @ nahir.esper are two creators who inspired me; their filters were breaking it all over the world and when I found out they were from Argentina I couldn’t believe it ”, he recalls. Spark AR downloaded, the free software that Facebook offers to create augmented reality projects, and he stayed awake watching tutorials in Russian or Portuguese – there were no others – to learn how to use it.
Your FAVS filter, from the Kardashian sisters to Juana Tinelli and more
In September 2020, after many failed and underused attempts, took out “FAVS”. This filter mimics your favorite Instagram photo reel. “It was a simple idea, but for some reason people loved it. Influencers from here began to use it, such as Lizardo Ponce, Stephanie Demner, Juana Tinelli, Diego Poggi, Greta Cozzolinox, among others. And from Argentina it came to the world.
They even used it all Kardashians, Kylie Jenner, Gigi Hadid, Camilo, Danna Paola, Em Rata and many more ”, he reviews. That’s how that filter hit 4.6 billion impressions. Motivated, she started to do more and people followed her to see what new filters she put out. Today she has almost 60 thousand followers, and every day she receives messages of congratulations from unknown people who encourage her to do more.
Kim Kardashian uses Agustina’s filters.
Of being a hobby, without realizing it, became a startup. Influencers and foreign companies began asking him for specific filters, or asking him to design something inspired by their projects. She worked with people from Egypt to London, and today they require her from brands, personal profiles and advertising agencies.
That’s why this is finishing defining the details to open Studio AR (AR by Augmented Reality and by Argentina), together with his friend Braian, an excellent art director, to offer augmented reality experiences applied to social networks.
“Me I look for inspiration in absolutely all the content what I consume during the day. You can go from images on Pinterest to the interface of Instagram itself, as well as any series that you are watching. With brands it is more direct: they come up with a more or less thoughtful idea and I try to turn it around creatively, taking into account what is being used at the moment and adapting it to their aesthetics ”, he describes.
Lizardo Ponce, another of the famous influencers who uses Agustina’s creations.
Although for many newcomers to the networks, filters are pure fun, they are becoming a focus of business and trends. At first they were little used, and they served to decorate the stories and that they did not seem so boring. Then there was the boom of the aesthetic filters, those that modify the face and add makeup. Today the content is much more varied, the software was updated with more diverse functions and more information began to circulate on how they are made, making it more accessible to new creators.
“More and more profiles use them, there really are filters for all tastes,” says the specialist. Seeing him from a marketing point of view, I think it is a very powerful tool if it is well developed. Stores like Gucci or Dior already have their own filters so that users can ‘test’ the products before buying them. Without going any further, a hairdresser can have its own filter so that its clients can see how X hair color would look, or a makeup brand can have a filter to show different shades of a lipstick ”, he describes.
Your Best Filters: How to Add Them
Favs, New Post and Key photo they were the best known. All are aligned with the aesthetics of Instagram and iPhone. It has about 40 filters and in total they collect almost 6 billion impressions.
Instagram and the certifications that recognize the work of its creators.
There are two ways to add them to the gallery itself: you have to go to the Instagram profile @agusfich, go to the featured stories and in L-Ghent or Filters, go going through the stories to the filter you are looking for. There you have to click where it says the name of the filter, top left, and choose the option “save effect” or “test” to test it.
It can also be added directly if any of the following profiles are using it in a story.