gym class virtual reality
WHAT WE DID
Meta Quest’s Gym Class VR is more than a video game, turning millions of gamers into athletes through virtual reality basketball. For their holiday campaign, we showcased the immersive, kinetic, and communal experience VR provides while bringing in real-life basketball and gaming culture and connecting on a human level.
Strategy
Creative Concepting
Video Production
STRATEGY
We needed to help define the brand voice by creating something with personality that carried the attributes of its consumers. We not only wanted to reflect that we get our target audience, but also show them what is possible when they play Gym Class VR.
To do this, we had to highlight the primary benefits of the game:
CREATIVE CONCEPTING
The final concept, “Ultimate Court Experience,” came from initial insights surrounding iconic moments in
basketball history.
It’s hard to imagine today, but once upon a time, there was no such thing as the elaborate, lights-and-lasers pre-game spectacles and music-heavy player introductions. But all that changed in ‘84 when the Jordan-era Chicago Bulls announcer heard the instrumental “Sirius.” The intro became legendary and the excitement felt in arenas around the country has never been the same. This plays into Gen Z’s obsession with nostalgia, allowing NBA fans to bring their favorite athlete moments to life, from pre-game to in-game, by putting themselves inside the play like no other game can.
From there the concept became less focused on that particular track, but retained the hype energy associated with it, bringing to life a friendly competition between players at home and on the virtual court.
VIDEO PRODUCTION
We had an extensive casting process, as basketball skills were just as necessary as acting skills. And since the concept was about having the ultimate court experience at home, set design was really important. Our team created realistic gaming spaces that were neutral, homey, lived-in, and had pops of color and personality (basketball memorabilia/gaming merch). After scripting and storyboarding, we used a combination of live action footage and game playback to create a final product that had a cool, young, fresh, fast paced, aspirational tone.
