Meta // Quest @ All Star Weekend
META QUEST - HEAD IN THE GAME
VR Gaming Demo + Personalized Merch
-Meta-
When concepting on how Meta Quest shows up at the NBA All-Star Weekend, my team and I researched current basketball happenings and social chatter to combine with Meta Quest’s current messaging: Experience Everyday Extraordinary. This led us to the idea of “Head in the Game” where NBA fans could literally get their head into VR gaming while also experiencing never-before-seen 360 footage within our booth. This was all wrapped up in a visual identity that skewed the court perspective, along with poster takeaways that were drawn by robots.
Role: Sr Creative Director @ Deeplocal. Creative direction, concept ideation, user experience flow, visual identity development, 2D and 3D visualization, production design oversight.
Credit: Tristan Sadler
OBJECTIVE + STRATEGY
Objectives: show up at the NBA All-Star Weekend during the Crossover event
to showcase new product offerings while sticking to a hoops-centric theme
to sell VR headsets onsite
to appeal the brand to Gen-Z and Young Millennials
Strategy: Get your head in the game, even when you can’t get your whole self to the stadium. Rethink courtside access and excitement with a mental refresh - Meta Quest style.
Outcome: A 40x40 footprint complete with VR gaming demos for new title launches, a “better than courtside” NBA game viewing area, and finally, a personalized, generative art, robot-drawn poster takeaway for fans to memorialize the weekend, sponsored by Meta Quest.
During the creative process, we developed a detailed user experience to ensure seamless onsite guest flow through the demos and merch station.
Guests were given the option between two new games on the Quest headset: Creed: Rise to Glory or Golf+. Both of these were experienced within 1 of 5 demo pods on the floor plan after guests had finished the NBA viewing demo on the “bleachers”.
Lastly, our guests passed by the customized merch station. Here sat 4 drawing robots that created a personalized artifact based on a personality quiz we dubbed NBA DNA.
The booth was a key player in the messaging hierarchy - leading with “Head in the Game” and following up with Meta Quest branding, NBA co-branding, and finally, a set of abstracted courtlines to tie into our objectives.
Guests filled out a questionnaire that identified their Fan DNA based on questions like “What is your signature shot?” and “On the court, you’re…”. These answers were then taken as inputs for the robots to translate into generative art on each poster. Each of the 967 posters were unique!
Photography: Tristan Sadler
