Meta
Asgard’s Wrath 2
Enter Chaos
Asgard’s Wrath 2 was the world’s most ambitious Virtual Reality game and the most significant game launch in Meta’s history. Unfortunately, no one has been waiting for its release because VR is still seen as a niche gaming platform for the few, not the many.
We needed to grab the attention of blockbuster ARPG gamers to prove that with Asgard’s Wrath 2, VR can finally challenge the big boys.
‘Enter Chaos’ was a full 360º campaign of disruption, with TV spots, hyper-targeted activations, a Live TV takeover, social, the MSG Sphere, and TwitchCon. Designed to immerse the public in the world of Asgard’s Wrath 2 in a way that only VR can, by surrounding them with Loki’s chaos wherever they turn.
A Rip in Reality
No AR Filters. No Faux OOH videos. Just a really real PR Stunt.
Outside the gaming industry’s most high-profile event, we ripped a hole in reality. The world’s largest suspended transparent screen,100ft in the air, showed beasts and monsters emerging from our giant portal. Before Loki, the game’s villain, warned the thousands watching: Chaos is coming.
Without AR filters, VR headsets, or camera trickery, the public witnessed a 3000 sq ft portal appear from nothing and disappear just as quickly.
Immersive TV spots
Gamers fight the chaos in VR, and MR
Our launch films saw gamers transform into badass playable characters: an Egyptian tomb raider, scaled goddesses, and a demi-god in glowing body armor. Two films dropped gamers into epic, immersive realms of Asgard, while the third, a Mixed-Reality spot, showed monsters invading our world, bursting into someone’s home.
Play as The Cosmic Guardian
Play as Cyrene
Chaos at the NBA
Loki attacks the Phoenix Suns arena
With the whole country tuned in for the Thanksgiving NBA game, we introduced Loki. This bespoke TV spot featured Richard Jefferson, the commentator for the live Suns vs Warriors game, and brought Loki’s chaos to the parking lot outside the stadium. Offering a glimpse of the chaos that awaits in AW2.
When Evil Arrived
Loki took TwitchCon by Storm
The God of Mischief announced himself to the world at TwitchCon when he took over the MSG Sphere, while the gaming industry’s whos who got to grips with the game before anyone else.
The Chaos Behind the Chaos
A full 360º that combines art, science, technology, and storytelling.
Live action, VFX, Motion Capture, Hyper-realistic Unreal Engine 5 animations, stunt performers, holograms, the world’s largest suspended transparent LED screen, construction cranes, Spatial audio, Meta-Humans, street performers and an NBA legend.
Creative Direction: Joe Fox
Creative Direction: Ricky Bowry
Executive Creative Directors: Gustavo Sarkis // Creative: Catherine Nguyen, Ian Nettleton, Hugo & Dean, Designer: Mark Brinn, Azusa Kobayashi, Brenda Cho // Strategy: Jennifer Green, Cam D’Auria // Director: Johnny Likens // Client Services: Susannah Keller, James Campbell, Elliot Falconer, Shamika Gentle, Andrew Helms // Project Management: Tulika Sodera // Executive Producer: Bruce McDonald, Jeff Yeatman // Producer: Mike Woodall // Production: Method Studios, Kaleida