Reintroducing Reality: Oculus Rift’s Culture-Bending Debut
How does one explain virtual reality to those who have yet to experience it?
Responsible for the concept, development and strategic creative approach of the Step into Rift campaign. Creatively led an integrated 360 multi-channel campaign, including - TV/online commercials, digital ad units, and social media.
CHALLNGE.
Meta needed to launch Rift with a campaign that pushed VR from niche tech into a lifestyle brand.
INSIGHT.
People don’t crave technology—they crave wonder. So we made the product the portal.
Brand Anthem
To tie the entire brand launch together we created an epic brand anthem video to help inform and excite people of what Step into Rift means.
“Step into Rift” made its debut onstage at Oculus Connect and appeared in-theater in front of films like Blade Runner 2046 and Thor: Ragnarok.
EXECUTION.
Led creative development from concept to cross-channel execution.
Oversaw production of launch video and immersive media.
Integrated campaign across experiential, influencer, and paid digital.
Results.
15 M+ impressions across the campaign
23 countries around the world
50+ media vehicles
28 games | 1 million+ copies (2020)
AWARDS