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Pause & Play: A Meta Quest 2 Campaign
The Challenge
Meta Quest 2 had a perception problem: VR was seen as isolating, antisocial, and a barrier to real human connection. The challenge was to shift that narrative without abandoning what makes VR compelling.
The Insight
People don't resist technology — they resist losing time with the people they care about. The fear isn't VR itself, it's the trade-off. Reframe the technology as something you do with people, not instead of them.
The Experiment
Built an integrated campaign around the idea that VR can be a shared experience, not a solo escape. Campaign concept: 'Pause & Play' — the moment you put down real life to play together. Touchpoints across social, OOH, and digital.
The Outcome
Campaign concept developed as part of JMU's integrated marketing communications coursework, demonstrating a full strategic framework from insight to execution across multiple channels.