logitech
chorus
CLIENT: META
CREATIVE DIRECTION, DESIGN LEADERSHIP, DESIGN DIRECTION, DESIGN STRATEGY, VENDOR MANAGEMENT, LIVE ACTION, MOTION DESIGN, STORYTELLING
PROJECT BRIEF
In a groundbreaking collaboration, Meta and Logitech revolutionized the VR Metaverse accessory landscape with the Logitech CHORUS—a "Made for Meta" VR accessory designed for the Meta Quest 2. As the Creative Design Lead at Meta Creative Shop, I spearheaded this pioneering campaign, partnering with Sales, Reality Labs, and Creative Shop strategists to forge a distinctive vision. Our goal was clear: drive CHORUS sales and establish Logitech as a trailblazer in the Metaverse.
The campaign focused on selling an auditory experience visually, utilizing a multi-sensory approach to encapsulate the Chorus experience. This interactive ad ecosystem included Logitech paid ads, Meta and Logitech organic posts, virtual reality Facebook Groups, and Reality Labs Ambassadors. Drawing inspiration from Logitech's "Defy Logic" campaign featuring Lizzo, we crafted compelling visuals early on, initially leaning towards an all-digital campaign but evolving into a fusion of live-action and digital content through our exploration.
Our collaboration with The Source, an international creative agency in France, played a pivotal role in bringing our vision to life. During an extensive preproduction phase, we carefully blended live-action narrative with digital storytelling. The culmination of this process was a fully remote-managed live-action video shoot, breathing life into the entire campaign and bringing it into sharp focus. The Chorus campaign's success showcased creativity's power to drive commerce, making it a Logitech best-seller and shattering records for combined partnership products. This groundbreaking initiative set the stage for future Reality Labs' launches with Logitech, with millions of dollars in incremental media spend with Meta, embodying the ethos of "building the plane as we fly it" in a visually stunning sensory experience, heralding the birth of a billion-dollar accessory industry for the Meta Quest and an industry-first partnership with Logitech.

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CREDITS
Meta Creative Shop Strategy Team: Elise Davis, Bruno Pieroni
Live action and motion graphics vendor: The Source, Inc. Paris, France
Lead Creative Shop Executive Director: Chiwei Lee
Meta Creative Shop Global Executive Director: Jimmie Stone
Lead Designer: Chris Kennedy
Producer: Annie Porter
Client Partner Manager: Jennifer Okafor
Senior Design Manager: Lorena Ospina
Creative Design Lead: Carlo A. Flores
Model: Maria Fleischman
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