From gaming console to future simulator: helping Gen Z face uncertainty by making the future playable
Meta Quest | NSAC 2022 District 1st Place
The Challenge:
Meta wanted to make Meta Quest a college essential — a must-have piece of tech for students ages 18–24. The brief asked teams to show how VR could keep college students socially connected and entertained.
But as we dove in, we realized the problem wasn’t awareness or entertainment. It was relevance. Students already knew about VR; they just didn’t care much about it beyond its value as a party trick.
The Research
I led research on both the consumer and category sides. Our mixed-methods approach included:
450+ nationwide survey responses
25+ in-depth interviews exploring media habits and motivations
Competitive analysis against direct and indirect players
Content and sentiment analysis across YouTube, Facebook, and Reddit
Key Insights
Consumer:
Anxious Zoomers are traversing a jungle of commitment. Overwhelmed with options and decisions, afraid of choosing a sub-optimal path, they are consumed with the anxiety of life-defining choices.
Brand:
The Meta Quest connects you to every possible future reality. Anything you want to be, you can try it commitment-free in the Metaverse.
The Strategy
For the commitment-averse Anxious Zoomers who want to try the future risk-free, the Meta Quest is the tool to try on realities they could only dream of before.
Quest Is Ready - For Seeable Futures
The Work
We redefined Meta Quest as a tool to explore your potential with, not just escape into. Our creative brought that to life through relatable visuals and “try-your-future” experiences that met Gen Z where they already were.
Hero Campaign: “For Seeable Futures”
Anthem Spot: A cinematic chain reaction of possibilities — one Quest trip opens hundreds of life paths.
Instagram Decision-Tree Ads: Interactive “Choose Your Future” carousels mimicking choose-your-own-adventure books.
Campus Installations: Interactive murals with scannable QR paths leading to custom Meta landing pages by career theme.
360° Influencer Series: “Day in the Life” VR videos with creators like Anna Sitar and Binging with Babish, showcasing their career realities through Quest 2.
UGC Sticker Pack: Quest-themed collage stickers to let students build their own “seeable future” stories on social media.
Media Approach:
A “meet-them-where-they-are” plan focusing on YouTube prerolls, gaming app integrations, and streaming platforms like Hulu and HBO Max — plus on-campus activations timed to back-to-school season.
Why It Worked
We didn’t force a story; we listened to one. The data revealed Gen Z’s anxiety about the future, and we turned that truth into Meta Quest’s superpower.
We took 1st Place for our bold reframe of the brief, deep consumer empathy, and cohesive storytelling across strategy and creative.