OVER The Reality
Brand positioning, creative and content strategy for the AR platform in the immediate ‘post-metaverse’ era. Turning technical experimentation into an compelling story and proposition that mainstream audiences and commercial partners could understand and engage with.
Brand, Creative & Content Strategy • Communications & Media Relations • Partnerships & Business Development • Product & Go-to-Market Strategy
The Brief
I was brought in by OVER in a Creative Strategy and Content capacity at a pivotal moment for the company. The metaverse rush of 2020/21 had generated significant interest in the platform, but the challenge was capitalising on that attention with meaningful user experiences and commercial partnerships.
The Problem
Most metaverse attention centred on virtual platforms like Decentraland and The Sandbox. OVER was augmented reality first, though arguably with greater long-term potential given the race to develop AR glasses from Samsung, Apple and Meta. However they weren’t managing to cut through.
Founded on technical experimentation, OVER's communication was scattered and misaligned. Its leaders were comfortable with the concepts they were building; the people they were building them for – not so much.
Marketing focused on the existing community rather than the broader audiences essential for growth, and the platform's capabilities were essentially undersold and underutilised.
Digital twin of location in Dublin, created using the OVER 3D Mapping tool.
OVER ‘Map2Earn’ Launch Video | Concept • Script • Production
The Solution
The strategic priority was clear: strengthen the positioning and fix the communication before anything else. A platform with genuine potential was being held back by its inability to explain itself to users, partners and the wider world.
I started with a comprehensive strategic and creative overhaul, including website, messaging, content and partnerships.
I led a full rewrite of the website and brought in a UX designer to restructure navigation and flow. I took over the blog and media outreach, writing articles and press releases that explained the technology in accessible, engaging language. I created the 'Map The World in 3D' tagline and campaign for the launch of Map2Earn, OVER’s 3D mapping tool that allows users to create immersive spaces using their smartphones. I conceived the launch campaign, scripting and producing the trailer, and refining app copy including a clearer step-by-step user guide.
AR Fashion Show
I brokered a relationship with Decentraland, making OVER a key partner for the platform’s Metaverse Fashion Week. OVER created the first virtual fashion show staged in Milan's Piazza del Duomo, featuring PINKO, Space Runners x Balmain, Ecoolska, XR Couture and Vogue Singapore. I delivered promotional articles, C-level speeches and social content for the event.
Pre-event 3D Mapping of Piazza del Duomo, Milan
AR Fashion Show | Experiential Concept • Script • Production • Media Relations
OVER x PINKO Teaser Video | Concept • Script • Production
OVER x PINKO AR pop up | Experiential Concept
OVER x PINKO
Off the back of the show's success, OVER partnered with PINKO on a virtual pop-up store at the Rinascente Department Store in Florence. I conceived, wrote and produced the promotional video for PINKO's channels.
The Outcome
Map2Earn launched successfully with consistent user growth: over 250,000 maps created to date, with 105 million photos taken
The Milan virtual fashion show generated coverage in Forbes, Women's Wear Daily, Instituto Marangoni and Vogue, raising significant awareness of OVER among fashion and mainstream business audiences
PINKO broadcast the Rinascente AR pop-up promotional video to its 1.7 million Instagram followers
