Indigitek, Awesome Black and Meta Launch New AR ‘Deadly’ Emote Filter for PAX 2022

By Meta Australia Head of Public Policy Josh Machin


At Meta, we are committed to working closely with Australian First Nations communities. 

Today, we announced our latest partnership with Indigitek, a not-for-profit organisation that aims to increase the participation and success of Indigenous people in the tech industry, and First Nations creative social enterprise Awesome Black, to launch a new ‘Deadly’ augmented reality (AR) experience, using Instagram and Spark AR.

Inspired by Indigitek’s Deadly emote from their Twitch channel, Indigitek and Penny Arcade (PAX) are collaborating to bring to life a limited edition collector’s enamel pin. Both the AR effect and pin will be available at this year’s Pinny Arcade Expo Australia (PAX Aus).

Drawing on her personal stories and style, digital artist Rubii Red designed the original pin artwork that the AR effect was based on. 

‘Deadly’ is the most common Indigenous slang word used as a compliment like ‘awesome’ or ‘great’. Leaning into this, both the pin and AR effects were inspired and created directly by First Nations creators. 

In 2021, we supported a similar project in New Zealand, when we partnered with Arataki Systems to develop the Ngā Atua Māori AR effect that was used to tell the ancient Māori creation story and where Māori existence began. The collaboration was conceptualised and developed entirely by Māori artists and creators.

We are proud supporters of the PAX AR effect and pin and look forward to continuing to work with First Nations creators on exciting new metaverse technologies.

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