This article was compiled with the help of generative AI based on data and analysis that is original to EMARKETER.

Facetune, the photo editing app from Lightricks, has expanded from digital screens into the physical world with its first out-of-home (OOH) ad campaign in the US.

• The campaign, currently visible on billboards and subway ads throughout New York City, humorously explores the balance between effort and appearance, promoting a playful, self-aware approach to image editing.
• “We own our editing,” said Ido Cohen, vice president of global brand communications at Lightricks, describing the move as an extension of Facetune's digital identity. “We want people to be able to see that it's fun, that they can enjoy it, and that we're not going to judge.”

Photo credit: Lightricks/Facetune

The decision to launch an OOH campaign was strategic, based on strong feedback from the app’s users.

• “When we’ve spoken to our users, [they tell us] how they love editing … and they talk about how personal and fun it is for them,” said Cohen.
• This feedback inspired Facetune to directly address common taboos associated with image editing, encouraging users to embrace it openly and without judgment.

The campaign also aims to boost brand awareness among consumers.

"Performance marketing is our bread and butter," said Cohen, "So the idea of doing an OOH campaign was a brand [play]. We want people to see us as something more than an editing app.”

Where editing meets personal identity

Facetune’s campaign acknowledges editing as both a creative outlet and a source of personal enjoyment, influenced by the brand’s early adoption within the LGBTQ+ community.

• Cohen highlighted how drag queens and members of the trans community were among Facetune’s first enthusiastic users, emphasizing the positive emotional impact editing can have.
• This community influence helped Facetune position itself as a platform promoting identity affirmation and creative expression.

That sense of creative freedom and identity expression carried over into the decision to launch in New York—a place that reflects the campaign’s in-your-face energy.

• "If we had [launched] in any other city, it wouldn’t be as out in the open,” said Cohen. “We wanted to make sure that we give this the utmost chances to succeed.”

Photo credit: Lightricks/Facetune

Looking ahead, Facetune plans to expand into influencer collaborations and event activations.

• As the brand evolves, particularly with AI-powered features, Facetune aims to broaden its appeal while staying true to its original ethos.
• "We all edit, and that's perfectly OK," said Cohen.

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