META QUEST PRO | Unlock new perspectives

Messaging the metaverse via the world’s biggest retailers

For the launch of Meta Quest Pro VR headset, I helped to develop the language we used to describe the product that was to be the first articulation of the company’s vision for the metaverse. This included adapting the ‘Unlock new perspectives’ campaign thought into a headline system communicating the benefits of complex technologies including responsive avatars, eye and face-tracking technology, mixed reality and compact new lenses.

As we implemented this messaging across third party retail surfaces including Amazon and Best Buy, we had to to resolve home page hierarchies and develop differentiated messaging for multiple products as the brandstores evolved from their previous single product offering.

In the course of my 20-month stint with Meta, I also helped to codify best practice for their pack copy and user guides; overhauled their retail messaging guides for Quest and Portal hardware; wrote evergreen in-store ads to showcase breadth of content, and (largely) eliminated wanton use of title case from across physical and digital spaces.

No More Distracting Capitalizations, Please.