In order to bring the magic of Meta to Brazil, we needed to land our campaign in the right territory. We chose to amplify the voice of the urban music scene. We needed to conjure up the feeling of entering a new reality through Meta — without using any immersive gadgets! How did we do it? We began with a sensorial film that not only gave a voice to three upcoming artists but also played around with different realities. We then created a live experience at Afropunk Bahia, the world’s biggest black culture festival. The Meta structure came alive according to the sounds played. Finally, we collaborated with Meta to bring about a AR filter which could remix and share voices. The result? A campaign with multiple touchpoints that really brought Meta’s voice to life.

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