Oculus Quest Launch

Oculus Quest Announcement

The Oculus Quest announcement was arguably the most important moment to date for the brand. We created every piece of announcement collateral for Oculus Quest, including the product’s name, packaging, a teaser film, a product film, lifestyle photography, the Oculus Quest webpage, and brand identity. It all debuted at Oculus Connect 5 as part of Mark Zuckerberg’s announcement of the product.

Brand Identity

We architected the Oculus Quest brand identity from the ground up. We evolved its letter form to set an example that is now mirrored across the Oculus product portfolio. We penned the name Quest after an exploration of hundreds of potential names. In Packaging, we introduced color into the Oculus product portfolio for the first time. It indicated a move into a more mainstream, accessible, fun approach to VR gaming. And finally, we codified these developments in a new set of product guidelines.

Oculus Quest Launch Campaign

DEFY REALITY

We’ve reached a bit of a tipping point. One where the unreal moments of gaming bend your mind into believing that, if even for a second, you’re a god among mortals. For Reality, it’s a difficult pill to swallow. Because Reality can’t fathom using The Force. Or throwing 3,000 pound robots to the curb. Or playing tennis with a baseball bat, let alone a floppy fish. Reality believes only what it sees with its own eyes. And even when convinced beyond a reasonable doubt, Reality still looks for excuses. It’s time to leave the comfort of the lumpy couch behind. Reach out your hands and see more than button bashers. Look past the trappings of your living room and visualize a world without walls. Pick on someone, or something, far from your own size. Ignore the cities and states that separate your crew, joining in arms. And when that pesky voice of reason dares creep back in, challenge it to another game.

PLANNED FOR VARIOUS CHANNELS

Each piece of creative began with storyboards to lock in the framing and poses, which then informed photographer Marcus Eriksson, allowing him to quickly capture all the variations needed. We knew the hero photography could be flexible in its use, so we planned for static OOH to be adapted for digital OOH, social feeds, and websites, as well. We worked with Eben Mears and his team at Psyop to create subtle parallax motion individualized to each execution.

Oculus Quest Holiday Campaign

Just in time for gift-giving season, we adapted the DEFY REALITY campaign to introduce Eric Wareheim as the physical embodiment of Reality. We partnered with AKQA to bring this portion of the campaign to life.

SOCIAL PRESENCE

We wanted to provide more context for the character through a social presence. Here are a few ways we activated against that: A 3-episode BTS series in a very Eric Wareheim style of humor, a manifesto story pinned as a highlight to Oculus IG, every so often Reality would just crash gameplay moments featured in Oculus IG stories, and a full toolkit of GIFs and Stickers for Oculus GIPHY and Instagram accounts for fans and community managers to utilize.