For the Quest 3's Halloween launch, Meta needed something that felt like the headset — an experience that blurred what's real. UNIT9 built two experiential billboards in San Francisco that looked, from the outside, like normal OOH displays. They weren't.

The Ghostbusters set had its own logic: a rainstorm to step through, a room built entirely from marshmallows, and a recreation of the San Francisco Ghostbusters office complete with a Golden Gate Bridge view.

Interactive lighting and sound tracked guests' movements throughout — wireless lighting cutting atmospheric pathways, the environment shifting in real time around whoever was inside it.

// Meta's Halloween activation gave guests more than a product demo — it gave them a story to tell. The sets, the sound, the water screen, the marshmallows: every element was designed to be remembered and shared. A new template for what OOH can be when the brief stops at the surface and we can get our hands on what's behind it_