HEIRLOOM by Meta
Role: Creative, Strategy + Concept Development + Campaign Writing
Category: Tech Innovation // Product Storytelling // Social & Digital // OOH
Overview
Meta invited over 400 creatives across the .Monk’s network to respond to a pressing challenge: make VR feel more human, more relevant, and more useful in daily life.
My creative partner Anna and I responded with our pitch, Heirloom, a VR-powered way to preserve family recipes that are often lost in translation among generations.
The Challenge
Meta wanted to shift the perception of VR from “cool tech” to functional utility. Basically showing that headsets could be used for more than just gaming.
The brief had three core asks:
Demonstrate that VR can be used for more than gaming.
Show that VR can solve real, day-to-day problems.
Create an experience that’s intuitive for any age demographic.
INSIGHT + Solution // “Are you going to finish that (sentence)?”
Across cultures, one thing is universal: everyone has tried, and failed, to get a family recipe out of someone.
The vague directions.
The “see how I do it.”
The measuring “with your soul.”
The trailing off mid-sentence.
No matter the culture or language, family recipes are emotional heirlooms…but nearly impossible to capture.
This tension sparked the insight:
VR isn’t just for new worlds. It can preserve the worlds we come from.
We created Heirloom, a VR experience that allows families to record, transcribe, and immortalize their signature dishes.
Using Meta Quest’s spatial capture and hand-tracking, users can document recipe steps like kneading dough, chopping ingredients, seasoning “by feel,” and walk away with accurate, repeatable directions.
To bring the idea to life, we developed a full launch concept including:
Digital campaign showcasing how VR preserves cultural memory.
OOH executions demonstrating how the technology works.
Social content rooted in the emotional pain point of:
“Nonna… how much is ‘this much’?”
The result reframed VR from a gaming console to a family heirloom.
Results
🥇 Gold Winner — NextUp.Monks (400+ participants)
🏆 Category Winner — Innovation
🎟️ All-expenses trip to the Cannes Lions Festival
🎓 Accepted into the Creative Academy
💰 Concept greenlit and sold