From robots to popstars to far too many cats – I’ve helped make the future feel fun, one headset at a time.
As Regional Creative Director for Meta in APAC, I’ve spent the past few years building the presence of Meta Quest mixed reality devices across the region – with a particular focus on Japan, where cultural nuance isn’t a detail, it’s the difference between relevance and invisibility.
Whether crafting full 360 brand worlds or driving BTL and performance efforts, I’ve had a hand on both sides of the fence: strategy and storytelling. From building culturally fluent brand platforms to collaborating with content creators and IP partners, the mission has always been the same – make the tech feel human, playful, and worth talking about.
It has been a marketing playground where I’ve worked with amazing directors, innovative creative technologists… zombies, aliens, movie monsters, robots, heroes, and cats… more cats than I care to count.
At the end of the day, it’s about making future-forward tech feel effortlessly fun – giving people new ways to see, play, move, and connect.
Golf in Tokyo is a mood board, not a sport. The clothes, the culture, the attitude – all very present. The actual courses? Far away, expensive, and booked out by people who’ve been members since before you were born.
Lacoste owns that aesthetic. Meta Quest breaks the boundaries that create it. When a new VR golf title launched, the fit was obvious. What we did with it was not.
We built The World’s Smallest Golf Course inside Lacoste’s Harajuku flagship – a 3m² VR pop-up where anyone could play a full round in minutes, in the middle of one of Tokyo’s most fashion-forward streets. In-game Lacoste branding, limited-edition polo giveaways, and a Hypebeast creator party that made golf feel like a drop.
We turned a demo into a destination.
The result landed on Fuji TV and NTV, across 58 press articles, and drove a 4x lift in Meta Quest online store visits with an 8% sales uplift. $3.6M+ in earned media – from three square metres in Harajuku.
The smallest objection became the biggest idea.
The number one reason Japanese consumers didn’t buy Meta Quest wasn’t price. It wasn’t interest.
It was space.
And they were right.
Tokyo apartments are small.
Life is compact.
For many, Meta Quest felt exciting but impractical.
Here’s the twist: the recommended safe play area for Quest? Also 4.5 tatami.
So we turned this constraint into our superpower – repositioning Meta Quest not as a bulky gaming device, but as the ultimate space-efficient portal to new worlds.
We let everyone know – If you’ve got 4.5 tatami, you’ve got everything.
We opened with Soichi Noguchi – Japan’s most beloved astronaut – announcing he was coming out of retirement for one last trip to the ISS. In 4.5 tatami. The reveal landed the campaign’s point better than any media plan could: the world is bigger inside.
Then we built shoji-style VR cubes at Miyashita Park Shibuya. Architecturally considered, culturally fluent, and shareable by design.
2,000 demos. 45 earned media articles. 200+ influencer posts. 10% sales uplift.
The constraint was always the campaign. We just had to see it.
