Overview

In 2022, Metallic partnered with Meta to help launch the Metaverse in Africa, inviting Nigeria’s creator community to Flex First. To launch, we staged a 2-day creative tech incubator in Lagos, where we connected trailblazing Metaverse creators with Nigerian music, fashion and entertainment talent. Together, they created incredible work with NFTs, Avatars and AR filters.

The activation peaked with a full scale production which made some of these ideas larger than life, plus a Metaverse-enhanced live show featuring Ayra Starr, Teni the Entertainer and Cruel Santino — an African-first. We also took over Lagos, Port Harcout and Abuja with a digital OOH campaign that invited the public to Flex First in the Metaverse.