Meta

With only 10 days from engagement to load-in, we were challenged with creating and delivering an immersive experience environment supporting Reels-first content capture. In partnership with Instagram, Ariana Grande, SB Projects and Grande’s new venture r.e.m. beauty, our team created an experience that transported principal talent, VIPs and fans to the moon.

Instagram invited and hosted 36 fashion, beauty and music creators, editors, Ariana’s friends and family to experience the physical brand manifestation in-person.

Leveraging Ariana’s existing network ensured premium Reels content that met her expectations and promoted the brand authentically. We created an inclusive experience for all her fans, whether in person or virtual, by building an AR filter that not only inspired engagement and an ability to contribute, but utilized a Meta FoAS product and extended an invitation to her audience to “bring them within”.

To create a truly immersive, awe-inspiring environment, we leaned into the existing social campaign which featured a 60’s inspired space look. Think: Barbarella with a lipstick gun.

The result? We created a dim, mercurial solar environment that brought to life elements inspired by r.e.m. beauty products and blended established experiential principles with modern digital-first objectives that keep content creation and digitally-dispersed audiences front of mind.

Impact

The launch using Reels generated, 25K+ IG Filter Posts, 73M Impressions (@arianagrande In-Feed), 108M Impressions (@arianagrande Story) and over 4K pieces of content posted using the hashtag across Meta platforms.