Fishing with Dad

Brand
Meta
Type
Campaign Film
Year
2022
Audience
Consumer, Tech Engaged

Project Overview

As Facebook rebranded to Meta and expanded into AR/VR and Metaverse technologies, questions emerged around technology's role in the company's mission of connecting people and bringing the world closer together. Rather than explaining technical complexities, we needed to help people see the human potential through authentic, lived experiences.

It was critical that we don't tell an artificial story, but one that is true and has the potential to resonate with everyone. This is when we discovered Carlson and her Dad's story, who continued on their cherished fishing tradition over VR to stay connected despite COVID's physical barriers. It's a reminder that technology at it's best enhances rather than replacing human connection.

Campaign Assets

The film was shot with Carlson and her dad, via fully remote settings. Documenting the shared VR experience took three crews working in tandem – one capturing the dad in Missouri. Another capturing the daughter in California. And a third capturing them fishing together inside the metaverse.
Fishing with Dad Campaign - Behind the Scenes Fishing with Dad Campaign - VR Setup Fishing with Dad Campaign - Production Fishing with Dad Campaign - Metaverse Fishing
Behind-the-scenes and campaign materials from the Fishing with Dad project.

Media Coverage

Meta's Metaverse Vision - Adweek Shorty Awards Finalist
Portfolio Use Only: This work is presented for portfolio purposes. All content represents professional work completed at Meta and respects brand intellectual property rights.