Metaquest, Branded Social Campaign

Metaquest approached us with a compelling challenge: while Metaquest and other headsets on the market were predominantly perceived as gaming devices, their goal was to shift this narrative and broaden appeal to a wider segment of teens and young adults. Our task was to demonstrate that the Quest offered a diverse range of use cases, making it relevant to their everyday lives.

The reality is that Metaquest boasts an expansive library of over 200 titles, extending far beyond gaming. In addition to iconic experiences like Assassin's Creed, the platform offers diverse activities — from learning to play the piano and sitting courtside at an NBA game to practicing meditation and engaging in boxing workouts.

Given this context, our creative approach was grounded in a fundamental human insight: that Gen Z identities are fluid and ever-evolving. With this in mind, the Metaquest emerged as the ideal tool to facilitate this dynamic self-expression. We showcased how the versatility of the Meta Quest 3 empowers Gen Z to explore and embrace every facet of their identity, offering a product as multifaceted as their personalities. A seamless extension of the brand proposition, Expand Your World, tailored to resonate with a Gen Z audience.

My Role:
- Lead Creative on Winning Pitch
- Creative Concepting
- Treatment
- Shoot Director
- Creative Production Editor

The Creative Executions

We collaborated with 10 creators across the UK and German markets, shooting in both London and Berlin, crafting a modular narrative that showcased the fluidity of their identities. The concept was straightforward yet compelling: each creator was known for something specific on social media, such as Sam Salter, widely recognized for his dancing. However, with the Quest, he transcends his singular identity, exploring new dimensions as he meditates, boxes, and games.

In our treatment to illustrate the fluidity of the creators' identities, we seamlessly transitioned between third-person and in-headset POV, with each shift motivated by their movements. This technique anchored the creative, reinforcing the idea that the creator was in control, effortlessly navigating between their multifaceted identities.