Reality isn't something to escape. It's something to add to.

01.

GLOBAL LAUNCH

The world's first mass-market mixed reality headset, and a neck-and-neck sprint with Apple to get there first.

Everyone had decided headsets were for gaming — a way out of whatever room you were stuck in. Mixed reality was the opposite bet. Quest 3 didn't take you somewhere else, it put "somewhere else" in your living room.

We weren't replacing reality. We were building on it. Across ten markets we built a look and feel that could hold two worlds in one frame, cast people who looked like they lived there, and shot in rooms that looked like rooms.

Your world, just bigger.

02.

ART DIRECTION

Launching a product into a category that doesn't exist yet means starting from scratch on everything. How do you make "expand your world" something you can actually see? How do you make it ownable — not just against the category, but against every Quest that came before it? How does it hold up in ten markets? And how do you fold in the hundreds of branded games without turning the whole thing into a game ad?

This is the criteria we started with:

The basic principles in a nutshell:

← 1. LAYOUT
Breaking the page. Literally expanding your world.

← 2. SETTING
Every day locations; comfortable, inviting

← 3. TYPE
Bold, clean, leads your eye through the image

← 4. EMOTIONS
Real, ranging from surprise, to exhaustion, to excitement and beyond

← 5. MOVEMENT
Dynamic and true to game

← 6. COLORS
Inspired by Meta palette

← 7. CASTING
Younger; everyday, with a “spark”

Plus some inspiration from the hardware

03.

OUT IN THE WORLD