Global Brand Campaign // Connect Beyond Boundaries
As Meta (formerly Facebook) embarked on a journey to explore the potential of the Metaverse, Droga5 was tasked with envisioning what Meta's Metaverse could look like and how it could revolutionize social connection. We developed the "Connect beyond boundaries" platform to highlight the future of digital connection through immersive experiences.
Our campaign featured Team Amani, a group of East African cyclists, showcasing how Meta's current technologies—WhatsApp, Facebook, and Instagram—are helping them connect and compete globally. We also envisioned a future where the Metaverse breaks down more barriers, empowering people to pursue their dreams beyond geographical limits.
Client:
Meta
Agency:
Droga5
Year:
2022
Scope:
Brand Positioning
Strategic Direction
Integrated Campaign
Creative / Art Direction
Video Production
Campaign Photography
The Story of Team Amani
To capture the authenticity of Team Amani's journey, we embarked on an ambitious production spanning Kenya, Uganda, and South Africa. We employed a diverse array of filming techniques, from high-end Alexa cameras to nostalgic Super-8 and even Fisher-Price cameras, creating a rich visual tapestry that reflected the team's story.
Visualizing the Boundless Future
This project pushed the boundaries of creative storytelling, combining innovative filming techniques with visionary concepts to create a compelling glimpse into our digital future. By grounding abstract technological ideas in human stories, we made the potential of the Metaverse relatable and exciting for a broad audience, effectively communicating Meta's vision for a more connected world.
Working with the innovative directing duo ILLIMITEWORLD and executive producer Daniel Wolfe, we crafted a narrative that seamlessly blended documentary-style footage with striking visualizations of the Metaverse's potential.
The resulting film not only showcases the current impact of Meta's platforms but also provides a compelling vision of how the Metaverse could further level the playing field for athletes like Team Amani. By focusing on real athletes and their aspirations, we made the complex concept of the Metaverse tangible and relatable to a broad audience. This campaign stands as a powerful example of how authentic storytelling can bring to life technological concepts, illustrating the potential for innovation to create a more connected and opportunity-rich world.
Featured on: Muse by Clio, Little Black Book, Shoot, The Drum, AdAge, Adweek, Vimeo Staff Pick, Cycling Tips
Directed by IllimitéWorld
Droga5 x Meta
CCO: Tim Gordon and Scott Bell
ECD: Thom Glover
CDs: Ted Meyer, Jason Gold
Sr. CREATIVES: Ben Brown, Ben Muckensturm
Producers: Mike Hasinoff, Scotty Shuckies