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Explore the metaverse on your own

Open a Wallet

digital commerce

Visit MetaMmask
Your Key to the Metaverse

• You need a cryptocurrency wallet to access certain virtual worlds. MetaMask lets you buy, store, send, and swap tokens; it’s available as a browser extension and as a mobile app.

• Click here to open an account:

• Write down your private key in ‘cold storage’ (i.e. keep it off the internet). Other wallets include Coinbase Wallet, WalletConnect, Fortmatic.

• For an overview of MetaMask: (2:14)

• For a guide to getting started: (2:00)

Buy an NFT

Owning assets

Browse NFTs on OpenSea
Building your Worth

NFTs enable one-of-a-kind digital assets, and that has been heavily explored in the space of collectible art. OpenSea is the world’s largest NFT marketplace where you can ‘mint’ (create) or buy & sell NFTs. As of early January 2022, it is worth $13.3B only four years after it was founded.

• Click here to go to OpenSea and create an account. You will need to connect your crypto wallet:

• Explore collections and buy an NFT. The “floor price” is the minimum entry bid price; the symbol means Ethereum (worth $3,068.72 on 19 Jan 2022).

• If you or your teams are artistically inclined, you can also mint your own NFTs – for inspiration, see the VMLY&R Goldfish case study.

• Other NFT marketplaces include Rarible, Nifty Gateway, and Binance NFT.

• How to buy an NFT on OpenSea with MetaMask / Coinbase: (0:59)

Join a Virtual World

Step inside

Explore Decentraland
You have arrived

• Jump into a virtual world. Your options here are endless, but one place to start is Decentraland as one of the most open-source and all-purpose worlds. It runs on its own cryptocurrency MANA (for making in-world purchases) and you will need a MetaMask wallet to open an account.

• Enter the world here using your computer:

• Create an avatar, walk around the spaces available (using your keys or jumping through the map to certain areas or coordinates), and start a conversation – either a with stranger or a friend / colleague there at the same time.

• Decentraland – getting started: (8:29)

• You might also want to sign up with Roblox or Fortnite to explore a long-standing gaming world. This will demonstrate these established ‘single-purpose’ virtual worlds (often focused on gaming) as opposed to an open, multi-purpose world like Decentraland.

Explore a Space

move around

Join a Discord
Join the Community

Christmas 2021 provided massive sales for Meta’s Oculus Quest 2, and when you see the immersive possibilities of VR, the appeal is clear. Either buy or borrow a headset – explore gaming, VR video content, and ‘meeting room applications’ to explore what is possible on today’s dedicated hardware.

• Discord is probably the premier gathering space for communities interested in this space – make an account ( and search for ‘NFTs’ or ‘decentraland’ to jump into the conversations from long-time and new enthusiasts.

• How to join Discord: (3:45)

The VMLY&R Metaverse Playbook

Make it work

Understanding your approach

It's one thing to understand what the metaverse is, and an entirely different thing to understand how to exist within it. This playbook illustrates how and why brands would want to establish a present within a metaverse and what makes them successful.

• Know your role within the metaverse. What kind of experiences can we bring to the meta verse? How does it fit into people’s lives?

• What and how does your brand voice resonate within a metaverse platform?

• Explore and understand your audience. How do consumer persona + metaverse persona mix or remain unique?

• Choose the right platforms to thrive. Until there is a single metaverse, knowing where a brand can play is paramount.

Thought Leadership

Metaverse Paradox Table Brian Yamada

Learn more about the paradox that exists in the Metaverse in this quick video.

Watch Video

Decoding the Metaverse Luke Hurd - VMLY&R

This session was presented at RE/IMAGINE CULTURE, the first of a three-part series. Learn more at

Watch Video

Making of the Wendyverse Glenn Scott - VMLY&R

Learn how the Wendyverse came to life within Roblox.

Watch Video

Bringing Brands to Life Across the Indefinable Metaverse Jeff Danley

Jeff Danley VMLY&R’s Director Innovation & Partnerships lays out the steps any brand needs to take to strategically enter the Metaverse, and explains how Wendy’s spread across the the world of digital gaming.

View Article

Understanding NFTs Jeff Danley

An Introduction to Terminology, Creation, and Marketing of NFTs

View PDF

The Many Levels of the MetaverseTaylor Patchen + Jeff Danley

VMLY&R, winner of a Cannes Grand Prix for its work in Fortnite, is here to guide you on the ultimate tour of the Metaverse and its ever-changing virtual worlds.

Watch Video

The Metaverse - Brands that Effectively Leverage the NextVMLY&R

Explore the virtual worlds of the Metaverse and how brands are participating in the the varying degrees of them. Gaming, Real Estate, and more

View PDF

The Metaverse and Spatial WebSubvrsive

Augmented and mixed reality (AR and MR) mean the Metaverse can blend into our real, physical reality. In this session, specialists from Subvrsive explore how virtual space can extend into the physical, enabling brand connections that drive commerce, and showrooming experiences that connect consumers to products in a virtual setting.

Watch Video

Commerce in the Metaverse Andy Hood

Join three WPP commerce experts as they discuss digital fashion and commerce, including how mixed-reality retail experiences in the APAC region offer us a vision of the future.

Watch Video

Legal Top Tips for Today's Metaverses WPP

WPP Legal breaks down the do’s and don’ts

View PDF

What the Metaverse means for retail today, and what's in store for tomorrowInsider Intelligence

Though the Metaverse remains a fuzzy concept, a growing number of brands and retailers are jumping on the bandwagon. - From the VMLY&R Knowledge Bar

View PDF

Reimagining Roblox: fad or futureJeff Danley

With over 200 million monthly active users and brands from music to luxury goods getting in on the act, Roblox is showing no signs of approaching a game over. It's evolving, becoming a foundational pillar of the metaverse.

View Video

CES 2022 Summary VMLY&R Commerce

Curt Munk, CSO VMLY&R Commerce, explores CES 2022 and shows us innovative technologies across robotics, metaverse, and more that are guiding the future.

View Keynote

Innovative Partner Technology Powering the Metaverse


Epic Games, the company behind Fortnite, shares its view of the Metaverse and how you can future-proof your clients and your own business for this exciting vision for the future.


The Metaverse fuses physical and digital worlds like never before. As we live in a 3D world, our data, mapping

Meta Building the metaverse of the future

Meta was Facebook and they are working to establish a Metaverse for everyone. Facebook Horizons is the first attempt at a scaled Metaverse and there is a lot to learn.

Team Contacts


Brian Yamada

Chief Innovation Officer

Andy Clark

Executive Director Experience Design

Eric Pfeifer

Managing Director Innovation

Luke Hurd

Director Experience Design

Ellie Kort

Associate Director Strategy and Insights

Ian Cahill

Director Innovation & Data

Fernando Martinez

Director of Production

Charlie Wade

EVP Business Development

Jon Goynshor

SVP, Head of Partnership Marketing

Ivy Everitt

Senior Connections Manager

Glen Scott

Executive Creative Director

Griffin Waldau

Senior Experience Designer

Gustavo Hurtado

CTIO - Bogota

McDonald Predelus

Creative Director Web 3

Samantha Brotman

Strategy Associate

Stu Haury

Senior Experience Designer

Will Plummer

Managing Director CX - London

Andres Sanchez

Regional VP Digital Transformation - Mexico

Valerie Wagner

Production Manager - Bogota

Got a request for the Experience Innovation team, including questions about metaverse, social filters, QR codes, prototypes, etc.?
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