Become The Knight

Do you have what it takes to save Gotham?

How do you show people what the most exciting VR game yet to emerge looks like, when you’re limited to showing it to them on a flat screen? You can’t—so instead, you show ’em how it feels. Directed by the legendary Johan Renck and scored by The Prodigy, this film is an invitation to pull on the mask, put on the gloves, step into the shadows, and for the first time, actually BECOME THE KNIGHT.

Become the Knight (Long-form Film)

It should be illegal to have a trailer
so creative and cool in 2024.

— @alien824
To generate excitement around their new Quest3S headset, Meta tapped Alto to develop a campaign that shined a Bat Signal on their biggest game, Batman: Arkham Shadow.

The Batman: Arkham series is one of the most popular and critically acclaimed gaming franchises of all time. Its revolutionary fighting mechanics and exceptional storytelling have set new standards in the industry. So selling people on a new Arkham game wouldn’t be an issue; fans have been begging for it for over seven years. Our challenge was different: fans were expecting a 2D game and have historically been skeptical of VR games. Our job was to turn the game’s biggest potential sticking point into its greatest selling feature.

This project restored my faith in advertising.

— Emmy Award–winning director Johan Renck
Rather than asking gamers if they want an Arkham Shadow game in VR, this campaign asks them if they want to become Batman.

We immersed viewers in a shadowy, broken Gotham. It is a city at the mercy of a powerful new enemy. A city in need of its hero. “Become the Knight” billboards appeared in cities nationwide, and we blasted key gaming and social sites with our recruitment message—our invitation to Become the Knight. Our campaign made it clear: this isn’t a typical game. It’s something new: a modern, artful new entry worthy of the Batman canon.

Meta’s artful ‘Batman: Arkham Shadow’ spot lets viewers become the Caped Crusader.

— Tim Nudd, Creativity editor at Ad Age
  • Become The Knight (OOH)
  • Become The Knight (OOH)
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With VR, it’s hard to demonstrate how much fun a game is to play when you see people reacting to nothing. This commercial managed it.

— @NukeMarine
Client
Meta Quest
Output
  • Brand Strategy
  • Comms Planning
  • Design
  • Global Creative Platform
  • Production: Film, Digital and Photography
  • Activation Development
  • IAT Leadership
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