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Category
Special / Practical Effects / Single
Annual ID
OS25_MI102M
Background
To generate excitement around the new Meta Quest 3/3S headset, Meta partnered with Alto to develop a campaign that shone a Bat Signal on their biggest game ever—Batman: Arkham Shadow.
As one of the most popular and critically acclaimed gaming franchises of all time, selling people on a new Arkham game wouldn’t be an issue. Fans have been begging for it for over nine years. Our challenge was convincing gamers skeptical of VR to set aside their bias for traditional consoles and give us a shot. Our job was to turn the game's biggest potential sticking point into its biggest strength, immersing fans in Gotham City like never before.
As one of the most popular and critically acclaimed gaming franchises of all time, selling people on a new Arkham game wouldn’t be an issue. Fans have been begging for it for over nine years. Our challenge was convincing gamers skeptical of VR to set aside their bias for traditional consoles and give us a shot. Our job was to turn the game's biggest potential sticking point into its biggest strength, immersing fans in Gotham City like never before.
Creative Idea
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 don the mask, pull on the gloves, step into the shadows—and, for the first time, BECOME THE KNIGHT.
Rather than relying on traditional gameplay footage or live action sequences, we told the story entirely through shadows, capturing the immersive, physical intensity of Batman: Arkham Shadow in a way that felt both cinematic and true to the game. Gotham’s defining element—darkness —became our visual language. Figures weren’t revealed by light but shaped by its absence, immersing the audience in a world where they could feel Batman and his enemies without ever fully seeing them.
Every element was designed for immersion. The only way you can truly experience the game is through theMeta Quest 3/3S headset. Our BECOME THE KNIGHT work was built to showcase the feeling of playing the game and becoming Batman
Rather than relying on traditional gameplay footage or live action sequences, we told the story entirely through shadows, capturing the immersive, physical intensity of Batman: Arkham Shadow in a way that felt both cinematic and true to the game. Gotham’s defining element—darkness —became our visual language. Figures weren’t revealed by light but shaped by its absence, immersing the audience in a world where they could feel Batman and his enemies without ever fully seeing them.
Every element was designed for immersion. The only way you can truly experience the game is through theMeta Quest 3/3S headset. Our BECOME THE KNIGHT work was built to showcase the feeling of playing the game and becoming Batman
Insights & Strategy
Since the first Batman comic, every fan has dreamed the same “what if...what if I were Batman?” They’ve chased that fantasy through comics, games, movies, and daydreams. With seemingly no other options—pages, flat screens, and a good imagination had to suffice.
Batman: Arkham Shadow in VR changed that. When you play Arkham Shadow, you don’t just control Batman—you become Batman and experience the world of Gotham City through his eyes. You fight with his fists. In order for Batman to punch, you have to actually punch.
We knew traditional gamers were skeptical of VR games. So instead of asking them if they wanted a new Batman game in VR—a question likely met with high skepticism—we asked a more powerful one: Do you want to become Batman? Research combined with years of fandom and common sense told us the answer was an overwhelming yes.
This reframing of our assignment defined our campaign strategy.
Batman: Arkham Shadow in VR changed that. When you play Arkham Shadow, you don’t just control Batman—you become Batman and experience the world of Gotham City through his eyes. You fight with his fists. In order for Batman to punch, you have to actually punch.
We knew traditional gamers were skeptical of VR games. So instead of asking them if they wanted a new Batman game in VR—a question likely met with high skepticism—we asked a more powerful one: Do you want to become Batman? Research combined with years of fandom and common sense told us the answer was an overwhelming yes.
This reframing of our assignment defined our campaign strategy.
Execution
Capturing the immersion of Batman: Arkham Shadow in a 2D format required more than just showcasing gameplay—it had to feel like stepping into Gotham’s shadows. Traditional trailers couldn’t convey the game’s intensity, so we turned to the defining element of Batman’s world: darkness. Shadows became our storytelling device, shaping a narrative where figures weren’t revealed by light but defined by its absence. This concept also allowed us to faithfully represent the game—a first-person POV game—where you never see Batman in full frame.
Authenticity was key. Every movement needed to reflect Batman’s combat style, so we worked with professional stunt performers—including a veteran Batman stunt double—to ensure every strike and takedown mirrored in-game mechanics. Practical shadows alone weren’t enough, so we filmed against white backdrops, capturing raw motion before reshaping it in post. This allowed the shadows to move with dynamic realism, heightening the impact.
The editing was designed for maximum impact, using sharp cuts, dynamic pacing, and sound design that heightened tension without revealing too much. Gotham itself was built from real-world decay—shot across three Eastern European cities—to create a timeless yet fractured setting. Through set extensions, graffiti, and lighting, we crafted a city on the brink of collapse. Every frame was meticulously designed to immerse audiences in Gotham’s underworld.
The result was a striking, high-contrast film where shadows weren’t just a stylistic choice but the driving force of the narrative, pulling audiences into the darkness of Gotham, the shoes of Batman, and the world of Arkham Shadow.
Authenticity was key. Every movement needed to reflect Batman’s combat style, so we worked with professional stunt performers—including a veteran Batman stunt double—to ensure every strike and takedown mirrored in-game mechanics. Practical shadows alone weren’t enough, so we filmed against white backdrops, capturing raw motion before reshaping it in post. This allowed the shadows to move with dynamic realism, heightening the impact.
The editing was designed for maximum impact, using sharp cuts, dynamic pacing, and sound design that heightened tension without revealing too much. Gotham itself was built from real-world decay—shot across three Eastern European cities—to create a timeless yet fractured setting. Through set extensions, graffiti, and lighting, we crafted a city on the brink of collapse. Every frame was meticulously designed to immerse audiences in Gotham’s underworld.
The result was a striking, high-contrast film where shadows weren’t just a stylistic choice but the driving force of the narrative, pulling audiences into the darkness of Gotham, the shoes of Batman, and the world of Arkham Shadow.
Results
It is too early to report results for this campaign.
2025 Awards
Total Points: 3
Merit
Credits
Agency
ALTO NY / New York
Client / Brand
Meta Reality Labs / San Francisco
Production Company
Reset
Animator
Ben Meals
Creative Director
Erik Fahrenkopf
Fil Nogueira
Jenna Livingston
Lukas Haider
Mariano Cassisi
Riccardo Rachello
Ryan Snyder
Sara Phillips
Design Director
Ryan Darcey
Director
Johan Renck
Director of Photography
Erik Messerschmidt
Executive Creative Director
Jason Bagley
Motion Designer
Marcell Gulyas
Music Supervisor
Ian Herbert
Sound Designer
Sam Ashwell
Strategy Director
Drew Phillips
CMO
Alex Schultz
Executive Producer
Guillaume Raffi
Laura Macauley
Olivia Ray
Ruth Bram
Victoria Bennett
Mark Johnston
Mona Lisa Farrokhnia
Head of Design
Brian Loehr
Animation Director
David Lam
Brand Lead
Meredith Parsia
Business Affairs Lead
Vaishali Sharp
Business Affairs Manager
Marisa Hyland
Co-President
Winslow Bright
Colorist
Jean-Clément Soret
Comms Planning Director
Charles Lee
Josh Chang
Director Global Marketing, Reality Labs
Kim Blanding
Director of Art Production
Julia Menassa Panev
Director or Product Marketing
Ashley Kelly
Director, Corporate Communications
Ashley Zandy
Executive Creative Director, Partner
Dan Kroeger
Pierre Janneau-Houllier
Founder & Design Director
Erik Herrstrom
Founder, Chief Creative Officer
Hannes Ciatti
Gameplay Demonstrator
Thomas Dunaway
Head of brands
Shannon Coletti
Head of Creative, Program Management
Jenn Cook
Head of Creative, Reality Labs
Jorge Calleja Acuna
Head of Marketing Insights
Micah Lomax
Head of Marketing, MV Content
Lauren Hussey
Head of Metaverse Content
Sam Ryan
Head of Product Marketing
Brian Strumpf
Head of Production
Mustafa Imam
Head of Strategy, Partner
Tara Fray
Head of Studio
Ryan Payton
Integrated Marketing Manager
Justin Levenstein
Natalie Roberts
Integrated Producer
Marvin Cassell
Lead producer
Heather-Lew Norman
Line Producer
Kevin Comer
Managing Director
Sarah Traverso
Managing Partner
Ed Rogers
Managing Partner, Entertainment + Production
Matt Bonin
Marketing Research
Charles Ugalde
Kimia Paridehpour
Marketing Researcher
Cassandra Witte
Media Planning Manager
Kasey Carpenter
Music Editor
Dylan Nowik
Narrative Director
Brendan Murphy
Operations & Production
Kara Griffin Cushman
Principal Gameplay Engineer
Troy johnsen
Product Marketing Manager
Steve Norman
Production Designer
Jan Houllevigue
Program Lead
Holly Nicolson
Program Manager
Nicole Jenkins
Kane Chamorro
RL Communications
David Gordon
Senior Director, Reality Labs
Dave Kaufman
Sr. Brand Director
Erandika Weerasinghe
VFX Supervisor
Antoine Moulineau
VP Marcom, Reality labs
Shachar Scott
VP of Communications
Ha Thai
VP, Consumer Marketing & Growth
Denise Moreno
VP, Head of Creative
Tom Markham
VP, Oculus Studios, Metaverse
Gio Hunt
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