A fully bespoke metaverse world that introduced the VMAs to a new generation of music fans, and made history as the first awards show ever to let fans vote inside the experience itself.
For the 2022 VMAs, MTV wanted to reach fans wherever they already were, including inside the games they play. We built The VMA Experience on Roblox: a galactic, MTV-branded world where players walked a virtual red carpet, explored an interactive lunar landscape, and chatted with characters to earn MTV tokens and exclusive items.
Three original minigames anchored the experience: Tap That Dance, Race to the VMAs, and VMA Studio Session. And for the first time ever, fans could vote on Roblox for a brand-new VMA category, Best Metaverse Performance, with gameplay directly feeding the in-show result, making this the first awards show ever to let fans vote inside the experience itself.
Served as Gameplay Director, owning program management and development for the experience from concept through launch.
Helped design and oversee development to make sure the gameplay was genuinely fun while hitting MTV and Paramount's brand goals and show-tune-in objectives.
Supervised program management across the team, providing direction and final approval on all marketing assets and go-to-market plans.
Coordinated with Roblox's partnerships team on platform placement and promotion, and supported the live activation during VMA week, including the in-experience Måneskin meet-and-greet.
Figures as published in the official Shorty Awards entry for this campaign.
