Client
Services
Overview
Recognition
“This project restored my faith in advertising.”
Partnership Summary
STUDIO HERRSTRÖM partnered with Alto to help Meta launch Batman: Arkham Shadow and shift gamer perception of VR—repositioning Meta Quest as a cultural experience, not just a piece of tech.
STUDIO HERRSTRÖM
- Erik Herrström
- Lukas Haider
- Alex Raffl
- Jon Marsh
- Marcell Gulyas
- Matouš Marťák
- Dennis Johansson
- Martin Carlsson
- Kara Griffin Cushman
- Kerstin Herrström
Client
- Meta Reality Labs
Agency
- Alto
Production
- Reset
Photography
- Sophy Holland
Project Information
Meta Reality Labs is the division behind Meta Quest, a headset platform seeking deeper cultural traction among core gamers. For the launch of the Meta Quest 3 and 3S, Meta needed a breakthrough moment—one that went beyond specs and hardware, and shifted perception.
Meta partnered with Alto and STUDIO HERRSTRÖM to help lead the campaign for their most ambitious title to date: Batman: Arkham Shadow. It was the first Arkham game built in first-person VR—something fans had never seen before. The opportunity was big. So was the challenge. Traditional gamers had long resisted VR. The work had to flip that sentiment.
We helped reframe the brief not around tech, but identity: it was a chance to become Batman. That shift gave the campaign its foundation. Everything was designed around it.
STUDIO HERRSTRÖM worked in tandem with the creative teams to develop visual concepts tied to the campaign platform and its creation process. The ideation was directly connected to the larger campaign idea of Become the Knight, and carried through film, statics, animated posters, and digital marketing. The process produced a proof of concept that was later realized with photographer Sophy Holland. STUDIO HERRSTRÖM led art direction for the key visuals and built a design system for the campaign toolkit—guiding how the campaign was launched and contributing to Meta Quest 3 becoming the best selling console on Amazon, despite its launch in October.
The film, Become the Knight, directed by Johan Renck and scored by The Prodigy, used shadows as a design system and was based on the original design concept - a reveal that shows that the gamer and Batman are one. The story unfolded entirely in silhouette: fight scenes choreographed with Batman’s actual stunt double, shot on white stages, and composited into real-world cityscapes across Eastern Europe. The result was a visual and tonal echo of Gotham—fractured, immersive, and reactive while still putting the gamer at the center of the action
From social rollouts to cinematic placements, the work reached fans where they already were—Reddit, YouTube, Discord, fan subreddits—and gave them something to dissect. Frame-by-frame breakdowns, shadow tributes, and speculation turned the launch into a shared event.
The impact was immediate. Quest surged to the #1 selling console of the year. Meta Horizon became the top iPhone app on Christmas Day. And core gamers started to imagine themselves in the mask...and as Batman.