UNIT9 x Meta | Rugby World Cup VR Experience
As Executive Producer at UNIT9, I led the development and delivery of a nationwide immersive VR campaign for Meta, designed to build early excitement around their sponsorship of the Rugby World Cup France 2023 — and introduce thousands of fans to the potential of the Meta Quest 2 headset.
At the centre of the campaign was a bespoke VR experience, offered in both French and English, that transported fans directly onto the pitch at Stade de France alongside the French national rugby team. Designed to be intuitive and inclusive, the entire experience was hands-free, relying on simple gestures and symbolic interactions with players and crowd — making it accessible to fans of all ages and all levels of VR familiarity.
What made the campaign truly unique was its delivery platform: a custom-built train that toured 52 cities across France over four months, transforming station stops into moments of shared national pride and cutting-edge tech. Inside, visitors began by designing personalised avatars — complete with French rugby gear — which appeared in a virtual locker room alongside other participants before stepping onto the field.
The journey culminated in a powerful, emotional climax: standing with the team to sing the French national anthem in front of a roaring virtual stadium.
Behind the scenes, we captured all movement through a full motion capture shoot at Target Studios in Guildford, enabling lifelike performances from both the team and coach, who guided fans through the narrative.
Over 40,000 people experienced the activation, many using the Meta Quest 2 for the very first time. The campaign not only celebrated the spirit of rugby and national unity, but significantly boosted awareness of Meta’s involvement in the tournament — while showcasing the emotional and connective power of immersive storytelling at scale.
