The Challenge
Meta had built something genuinely new. Spatial SDK is a toolkit for developers building in VR. The product wasn't the problem.
The audience was. The developer community around it had gone quiet: stale, disconnected, and not especially interested in another product announcement. Meanwhile the broader story, what people could actually build with this, wasn't reaching anyone outside that circle.
Announcing harder wasn't going to fix it. The work had to give developers a reason to care, and give everyone else a reason to look.
The Work
Two days of live-action production on location in Los Angeles, in direct collaboration with Meta's internal marketing team.
We built the story around six interviews with international developers and product owners: the people actually using the SDK, talking about what they made with it. When the product is a toolkit, the proof isn't the toolkit. It's what came out of it.
We paired those conversations with immersive capture of the VR experiences themselves, so the work could show the output rather than describe it.
The Result
A hero story, plus micro content, cutdowns, and social versionings built for distribution across multiple platforms.
Meta came back for a second project.
