The creative agency says that it drew reference from cultural face-art and headgear as a medium of expression. The objective of the new filters is to use Instagram stories “as a way to celebrate and have fun with elements of culture that can further amplify its beauty”, adds the agency.

“Social media is a great way to engage with communities. Plugging into how people use these mediums allows us to create content that not only amplifies but also validates our beauty as a people and culture,” says SOON brand and content manager Eric Says.

“The HRTG filters are our small way of celebrating the beauty that is South Africa. The set of filters include three different face-paint styles and three headgear pieces, each of the headgear pieces can be paired with each face-paint design,” concludes Says.

Instagram users are encouraged to find the filters here.