Play Active.
Get out of your seat. Reframing VR gaming as active, physical play.
The next evolution
of play.
Play Active positions VR gaming as an energetic, physical experience. The campaign moves Mavrik into the visual world of sport: effortless movement, playful competition, and an athletic-club setting.
Alongside StrikerVR’s 2024 Made for Meta partnership, this work supported the move from location-based entertainment into the consumer market. It opened the product story to people who might never have thought of themselves as gamers.
Play Active
Campaign film / 00:27Less sitting still.
More being in it.
The creative direction makes the sensation of VR visible. Dynamic poses, bright studio environments, and styling borrowed from sport present the blaster as equipment for active play. The imagery feels social and approachable, with the product always part of the movement.
One idea.
Every touchpoint.
The campaign carries its energy into apparel, print materials, and the product launch. Across each format, Mavrik belongs to the same world of movement and play.
Created with the StrikerVR team. Martin Holly: co-founder and creative director, StrikerVR. Antonio Mercuri / Merx: art direction, brand strategy, campaign design, social and print collateral, and model styling. Campaign photography and film supplied from the shared StrikerVR project archive.
Porter Lyons
