William Elliot
Hybrid Creative
Representing Meta in partnership with major retailers since 2017.
01 — The Challenge
How do you introduce a novel, paradigm-shifting technology like virtual reality to the mainstream public in a busy retail environment? The challenge was to move beyond technical specifications and bridge the gap between an intimidating new product and the everyday consumer — creating a sense of wonder, accessibility, and tangible value.
02 — The Approach
Representing Meta in partnership with major retailers since 2017, I built a multi-faceted role blending creative content production with strategic, on-the-ground insight. My solution involved:
I shifted the discovery process from feature-led presentations into curated experiences centered on immersion and human connection.
Professional-grade photography capturing authentic customer interactions, shared internally with Meta teams as a window into how the public engaged with the products.
A key source of field intelligence — detailed feedback on demo firmware, UX, technical issues, and customer sentiment — directly shaping the in-store program.
Trained Best Buy and other retail staff on Meta evolving product line, empowering them as brand advocates and ensuring a consistent customer experience.
03 — The Impact
A hybrid approach combining empathetic engagement with strategic feedback delivered significant, quantifiable results.
National Ranking
Over Sales Goal
Brand Representation
Achieved a #2 national ranking for in-store performance, surpassing sales goals by an incredible 773%.
Delivered crucial frontline insights used to shape global retail strategy, directly influencing deployment and improving engagement metrics.
Produced a library of professional-grade photography showcasing dynamic customer engagement, used to enhance the brand in-store strategy.
Represented the brand evolution from the early days of Oculus through its rebranding by Meta — over five years of deep product mastery.
04 — project media
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