MWVerse Lobby + Brand Gallery Rooms

Cannes Lions, 2022 – Virtual Brand Experience

After a two-year hiatus, the 2022 Cannes Lions International Festival of Creativity returned as a live, in-person event. But we knew not everyone would be able to attend in person. So we created the MWVerse, a virtual, immersive brand gallery experience that brought the energy and innovation of the Croisette to a global audience.

MWVerse served as a fully navigable digital destination, housing 12 interactive gallery rooms, each featuring one of our top award-winning campaigns. Built in collaboration with Journee, ReadyPlayerMe, and Meta Horizon, the platform merged Web3 aesthetics with real-time storytelling. The experience allowed users to explore campaign content through branded 3D environments, interact with avatars, and stream exclusive live coverage from the festival.

In partnership with Meta Reality Labs, we added a layer of immersion: our creative leaders were filmed inside Meta Horizon explaining the stories behind each campaign. These narrative-driven intros transitioned seamlessly into the live-action case study films, delivering a cross-platform experience that mirrored the future of brand storytelling across virtual and real worlds.

The result? A pioneering creative expression of what the next era of experiential marketing could look like, blending VR, streaming, branded storytelling, and spatial navigation into a seamless Cannes-worthy experience.