QUEST 2 LAUNCh
Launching an Oculus product is like a worldwide copy puzzle. Although we write messaging playbooks months before production, we always seem to need far more copy than we expect. Some German retailer will suddenly need a new retail display, or maybe a last-minute product change will require tweaks to a Quick Start Guide. This was my first time as the copy creative director on all the different pieces, and most had a ridiculously short timeline. It was a lot of fun.
FACEBOOK HORIZON
Of all the writing we did to launch this page, one word in particular kept me up at night. Inside Horizon, there are individual areas that are officially called “worlds.” But if there are worlds within Horizon, what is Horizon itself? A universe? A galaxy? A community? A game? We eventually decided on a "social experience," which hit the right notes despite being a bit clinical. Still, I think all of us felt like there was something just a little better that never quite came into view.
Game LANDING PAGES
These pages reminded me how passionate studios and developers are with their IP. The brief was to create a series of landing pages for individual VR games. I love projects like this that need to convey a lot of specific details while trying to keep the lengths of everything roughly the same. Even though we received a lot of feedback from the studios, we worked closely with them to get to a place we were all happy. I think the pages are much stronger for it.
DISCONTINUING OCULUS GO
We were discontinuing a major headset and wanted to learn how to break the news to our community. I worked closely with the writers at Haus to craft a series of emails that celebrated the moment in distinctly different ways. After testing, we found the most successful route was to thank Oculus Go users for their passion and support in helping push VR forward. We used those learnings six months later when we discontinued the Oculus Quest.
TARGETED EMAIL SERIES
We worked with Media Monks and Haus to create a series of emails that focused on different game categories. My favorite part of these is actually the Quest 2 purchase module at the bottom each email. Our goal was to highlight individual features that connected the headset to the overall theme, and I pushed the writers to find the sweet spot that nodded to both. I think they did a great job bringing those home.
