Systems and methods are provided for receiving a background image for a media overlay to be applied to a message comprising an image or video, and at least one smart widget selection, and storing the media overlay comprising the background image and the at least one smart widget selection. The systems and methods further provide for receiving a request for the media overlay to be applied to a message comprising an image or video, analyzing context data associated with a computing device to determine that the media overlay is relevant to at least one aspect of the context data, determining data associated with the at least one smart widget based on the context data, and transmitting to the computing device, the media overlay and data associated with the at least one smart widget.