Without a doubt, the best extended storytelling in the world takes place in gaming


Advertising/Full Service/Integrata
London, Regno Unito
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With so many forms of digital media, and new ones always on the horizon, how do you determine which way of pushing content is the most viable?

Jess Taylor, Executive Content Director
It’s important to think audience-first. The newest, shiniest thing may often seem exciting, but that doesn’t mean it’s right for your brand or your audience. Without naming any names, we definitely see brands falling into that trap time and time again. Before jumping into a new media platform/opportunity it’s important that what you’re planning to do will speak to your audience in a meaningful way that will drive real impact for your brand.

How does the boundless framework of the metaverse make it appealing for brands and marketers to get involved in this new form of media

Jess Taylor, Executive Content Director
The boundaries of the framework really depend first on how you define the ‘metaverse’. In its current guise, which is essentially gaming, it has led to some brilliant and exciting work. We love what Balenciaga has been doing in this space, for example. They’ve really effectively and naturally demonstrated how well they can show up in fame-driving new ways - leading the charge and going beyond the usual ‘gaming’ audience, whilst using gaming properties. Their crossover and sense of visual experimentation and ‘play’ means that when you think of digitally-native fashion brands, whether or not you’re a gamer, you think of Balenciaga.

At the same time though, the reality is the opportunities in this media are becoming more structured as these platforms look to monetize, and so achieving any kind of real ‘cut-through’ becomes more of a challenge. A Fortnite gig was cool the first time but the fourth? Not so much. There’s still plenty of opportunity for brands to ‘innovate’ and do something great, but there’s certainly boundaries to the metaverse (at least in its current guise) and our consumption of it. The last thing any brand wants is to be the 30s TV ad airing in the metaverse.

What plans, if any, does your agency have to expand its reach into the metaverse?

Jess Taylor, Executive Content Director
As an agency we work with multiple gaming and tech brands, all who we work closely with to keep an eye on the industry. We’ve even helped John Lewis open up a virtual Christmas pop-up shop. However it’s important to us to not be doing anything just for the sake of it, only when it’s the right answer to a client challenge - then we love to strike. We’re still proud of inventing a new football move and putting it in FIFA a few years back.

In what ways can the increase in virtual presence lead to more successful campaigns and what would a virtual space allow you to do that traditional media hasn’t?

Camille Standen, Content Creative Director
Virtual spaces are a thrilling opportunity to turn your brand offering from products - which are ultimately always going to be limited to physical realities, size and production costs - to expansive, enriched visuals and experiences. On top of that, having a virtual presence means we should also work even harder to be inclusive, welcoming new audiences in a meaningful way.

Like the Charli Cohen x Pokémon launch at Selfridges - where physical and digital products could be bought by exploring a 360 digital city - brands have the power to truly flex their creativity and show what their entire ‘worlds’ could look like. We’re giving customers the chance to step into our brand’s imagination, so to say, it’s a chance to really wow our audience.

How do you anticipate the metaverse shaping new forms of storytelling in advertising?

Camille Standen, Content Creative Director
Without a doubt, the best extended storytelling in the world takes place in gaming - from the trailers to the lore, the epic visuals and of course the epic game play. For brands to play in this sphere and be storytellers in the metaverse, they need to create inclusive and interactive experiences that speak to the viewers - these can’t just be films. Brands need to take what they know about their customers and the current cultural landscape their product exists in and apply a real sense of ‘play’ or interactivity which sets their digital experience apart from the rest. This is how brand storytelling can become a worthwhile way for customers to hand over their most valuable currency - their time.

Given the interactive nature of these virtual spaces, how do you see this affecting the way consumers consume and engage with advertisements?

Camille Standen, Content Creative Director
The physical world is an interactive world too at the end of the day. And if the metaverse is a digital mirror of the physical world, then the exact same challenges exist there. If you walk past a billboard IRL or a billboard in a digital scape, then it still needs to feel relevant to you whilst also standing out enough from the landscape.

That being said, the quickly evolving technology and fanaticism around these spaces does mean the limits on what we can do are constantly shifting to reveal new opportunities and ways we can engage customers, which is really cool.