The Meta Quest 3 emerged as the most highly awaited headset of the year, seamlessly integrating Augmented Reality and Virtual Reality to forge a groundbreaking Mixed Reality experience. This unprecedented fusion of technologies presented an entirely new frontier for gamers. To launch the Meta Quest 3, we created a distinctive campaign that showcased its unparalleled capabilities to the world. Our goal was to craft a global campaign that not only ignited enthusiasm among avid gamers but also enlightened non-gamers about its transformative potential. The campaign encompassed Out-of-Home, captivating social videos, and a compelling launch film. The grand premiere of the launch film took place at the Meta Connect 2023 conference among the gaming industry’s most celebrated developers.