Meta

ASGARD’S WRATH 2

Joe launched Asgard’s Wrath 2, the world’s most ambitious Virtual Reality game.

A RIP IN REALITY

No AR Filters. No Faux OOH videos. Just a really real, award-winning PR Stunt.

Outside the gaming industry’s most high-profile event, we ripped a hole in reality. The world’s largest suspended transparent screen,100ft in the air, showed beasts and monsters emerging from our giant portal. Before Loki, the game’s villain, warned the thousands watching: Chaos is coming.

Without AR filters, VR headsets, or camera trickery, the public witnessed a 3000 sq ft portal appear from nothing and disappear just as quickly

A large, illuminated digital projection of a lion-headed figure with a hand reaching out, displayed in the sky at night during a public outdoor event with a crowd watching.
A colorful dragon-themed display with a fierce dragon head and outstretched claws, surrounded by purple and white smoke and vibrant lighting at night.
A person taking a photo of a giant, colorful, illuminated projection on a large screen at night, with blurry background lights.

ENTER CHAOS

A 360º immersive campaign of disruption

Asgard’s Wrath 2 was the world’s most ambitious Virtual Reality game and the most significant game launch in Meta’s history. Unfortunately, no one has been waiting for its release because VR is still seen as a niche gaming platform for the few, not the many.

We needed to grab the attention of blockbuster ARPG gamers to prove that with Asgard’s Wrath 2, VR can finally challenge the big boys.

‘Enter Chaos’ was a full 360º campaign of disruption, with TV spots, hyper-targeted activations, a Live TV takeover, social, the MSG Sphere, and TwitchCon. Designed to immerse the public in the world of Asgard’s Wrath 2 in a way that only VR can, by surrounding them with Loki’s chaos wherever they turn.

IMMERSIVE TV

Gamers fight the chaos in VR, and MR.

Launch films saw gamers transform into playable characters: an Egyptian tomb raider, scaled goddesses, and a demi-god in glowing body armor. Two films dropped gamers into epic, immersive realms of Asgard, while the third, a Mixed-Reality spot, showed monsters invading our world, bursting into someone’s home.

Person wearing a virtual reality headset, holding controllers, and engaging in a VR experience in a room with a brick wall and a TV screen.
Futuristic scene with soldiers fighting amidst palm trees and smoke, in a desert environment.

PLAY AS THE COSMIC GUARDIAN

Person holding a glass object with blue glowing effects, wearing illuminated gloves.
A gold and blue armored statue of a samurai with horns, holding a glowing, illuminated sword in a dark blue room, branded with Meta Quest logo in the top right corner.

PLAY AS CYRENE

Woman wearing a virtual reality headset.
A scene from a video game showing soldiers in a war zone with explosions, smoke, and blue energy effects.

CHAOS AT THE NBA

Loki attacks the Phoenix Suns arena

With the whole country tuned in for the Thanksgiving NBA game, we introduced Loki. This bespoke TV spot featured Richard Jefferson, the commentator for the live Suns vs Warriors game, and brought Loki’s chaos to the parking lot outside the stadium. Offering a glimpse of the chaos that awaits in AW2.

ESPN logo, NBA logo with a basketball player silhouette, and Meta logo with an infinity symbol.

BEAST IN THE STREETS

Scroll-stopping social

When you see RingCam and DashCam footage on social, you know something crazy is about to happen. We leaned into that attitude with social films that captured beasts entering our world by chance.

LOKI’S ARRIVAL

Loki took TwitchCon by Storm

The God of Mischief announced himself to the world at TwitchCon when he took over the MSG Sphere, while the gaming industry’s whos who got to grips with the game before anyone else.

Two women appear to be pretending to fight with shields and swords at a themed event or display, with a dark background and vibrant decor behind them.
People attending a presentation or conference on Meta Quest virtual reality devices, with two presenters on stage and an audience seated in front.
Two young people, a woman and a man, stand close together looking at a phone, in front of a large wall poster featuring characters from a video game or fantasy story. The woman has long dark hair and is wearing a beige top and jeans; the man is wearing a black T-shirt, a gray cap, and has a lanyard with an orange badge. The poster behind them depicts a fantasy scene with a bald warrior, a person wearing a virtual reality headset, and a fierce warrior woman with a bow and armor.
Person wearing a virtual reality headset and black hoodie, posing with a fist pump in front of a dragon-themed background.

The Chaos Behind the Chaos

A full 360º that combines art, science, technology, and storytelling.

Live action, VFX, Motion Capture, Hyper-realistic Unreal Engine 5 animations, stunt performers, holograms, the world’s largest suspended transparent LED screen, construction cranes, Spatial audio, Meta-Humans, street performers, and an NBA legend.

A room decorated with blue lighting, featuring a large illuminated geometric frame, a bookshelf filled with books and decorative items, and a person taking a photo reflected in the mirror of the frame.
A large neon light frame in the shape of a hexagon is mounted on a car in a city at night with tall buildings and the Empire State Building in the background.
3D animation model of a samurai warrior in armor, standing on a platform with motion capture markers surrounding it.
A character in tribal or fantasy attire with a bow and arrow, standing outdoors in a landscape that features pyramids in the background.
Three people in a gym or gymnasium setting are engaging in a boxing or mixed martial arts training class. One person appears to be a trainer or coach, while the other two are practicing punches and defensive moves. The scene includes gym mats on the floor and various gym equipment and wooden structures in the background.
A split-screen image showing a creature on a rocky terrain during the day on the left, and a similar creature running at night on a road on the right.
Close-up of metallic gears and mechanical components.
A scene from a video game depicting a desert landscape with ruins, fire, a horse, and a soldier in armor.

Creative Direction: Joe Fox

Creative Direction: Ricky Bowry

Executive Creative Directors: Gustavo Sarkis // Creative: Catherine Nguyen, Ian Nettleton, Hugo & Dean, Designer: Mark Brinn, Azusa Kobayashi, Brenda Cho // Strategy: Jennifer Green, Cam D’Auria // Director: Johnny Likens // Client Services: Susannah Keller, James Campbell, Elliot Falconer, Shamika Gentle, Andrew Helms // Project Management: Tulika Sodera // Executive Producer: Bruce McDonald, Jeff Yeatman // Producer: Mike Woodall // Production: Method Studios, Kaleida

A person performing a stunt on a skateboard on a stage and a mystical figure with a detailed mask surrounded by purple energy.
A digital rendering of a woman with a headdress, decorated with leaves and feathers, styled like a creature from mythology or fantasy, with a wireframe overlay indicating 3D modeling.
A person sitting in a car with their hand on a steering wheel, wearing dark clothing and a ring on their finger.