OCULUS/QUEST SOCIAL
REINTRODUCED QUEST: IT’S NOT A HEADSET, IT’S A MINDSET
I helped pitch and win the Oculus social business while at VMLY&R. I also crafted a TOV and persona I coined “The Hypegeek” for our work.
I behaved like a Hypegeek throughout the pitch, even writing a rapifesto. The team was so energized by it that they sought out an upcoming artist (a former intern) to perform it. He tweaked some lyrics to fit with his style and produced a much bouncier, boppier anthem. The executive leadership team said I helped up the bar for manifestos. The video was passed around the network. When we won, we hired the talented Darrien Case.
I partnered with strategists on new brand guidelines and a social playbook too.
Role: ACD Copywriter
ACD Art Director: Monika Hoang
Junior Copywriter: Darrien Case
CD: Kyle Gracey
GCD: Tanner Rogers-Goode
ECD: Glen Scott
Our new persona + TOV flexed throughout multiple pillars (pop culture, new releases, relatable Oculus moments, DEI+B+VR, etc). And we channeled our HypeGeek for reactive, evergreen, series and big social moments.
oculus X WENDY’S
THE WENDYVERSE
OPENED A WENDY’S IN THE METAVERSE
Imagine being able to get food from your dome to your home. Enter The Wendyverse.
While at VMLY&R, I helped pitch Oculus (what would soon become Meta Quest). We ended our pitch by proposing they partner with another social juggernaut we worked with (Wendy’s).
The project took nearly two years to produce. I helped lay the groundwork for it during the pitch and the first few rounds to the client. Very proud of the teams who carried it over the finish line. When it launched, the Wendyverse world had the most daily active users in Horizon Worlds. Also, 15% of visitors were brand new to Horizon Worlds (we successfully lured fans into Oculus/Quest’s growing section of the metaverse).
Featured in Little Black Book, Adweek, The Drum, Marketing Dive, The Wall Street Journal and more.
VMLY&R West + VMLY&R Kansas City
