Experiential : Brand Integration
For the launch of Meta Quest 3, Meta needed a moment that made mixed reality tangible to a mainstream audience. Not through specs or demos, but through a visceral, shareable experience that proved what MR could do.
The answer was Thrillboards: two seemingly ordinary Halloween OOH posters in Shoreditch, London, that were in fact portals into fully immersive mixed reality worlds. Each billboard was built around a distinct gaming IP — Ghostbusters and The Walking Dead — chosen for their cultural resonance with a Halloween audience and their ability to demonstrate the full range of what mixed reality could do.
The design system had to balance the distinct visual identities of two major gaming IPs with Meta Quest's brand foundations, ensuring coherent brand attribution without flattening the theatrical energy of either activation. The challenge was ensuring that both worlds felt authentically themselves, while still reading unmistakably as Meta Quest.
The system was built for flexibility across the physical builds, in-headset experiences, and the surrounding paid, organic, and creator content ecosystem. Everything laddered up to the global Expand Your World campaign platform, ensuring the activation felt like a natural extension of the brand rather than a one-off stunt.
Having played a pivotal role in developing the Meta Quest 3 launch guidelines, this activation was also the foundation for the first London-based brand working relationship between the global Brand team and EMEA Marketing, creating a bridge for collaboration and alignment where there was previously none.
Thrillboards generated 29.1 million impressions across paid, organic, brand, creator, and partner content. The campaign earned coverage from Ad Age, LADbible, Creative Salon, and Cannes Lions, among others. Recognised with 3x The Drum and 3x Webby Awards, and shortlisted at 2x D&AD and 3x Cannes Lions, it became one of the most decorated campaigns in Meta Reality Labs' portfolio.