Meta

The digital small town life

A cozy 3D main street, customized to you, that helps small businesses reach the right neighbors.

The Assignment

The digital small town life

To initiate the experience, you answer two multiple-choice questions that tailor the journey to your preferences. Your input serves as vital support for small businesses, enabling personalized ads to reach the right audience.

After answering, a bespoke town square unfolds, crafted to your liking. Main Street, optimized for every device and bandwidth, invites you to meander or engage with businesses in the digital environment.

The Meta Main Street experience on a phone.
A summer view of the 3D town square.
The town square on mobile, set against the full summer scene.
Meta Main Street mobile screen.Meta Main Street mobile screen.Meta Main Street mobile screen.Meta Main Street mobile screen.
The mobile journey, from the opening questions to the customized street.
Meta Main Street in motion.

The Direction

Silicon Valley meets Mayberry

Our Meta Main Street is interactive but also exceptionally cozy. We planned, sketched, and debated to encapsulate the fusion of the tech world and a timeless human environment within a 3D experience. In the end, we believe we nailed it. Though not literally (no hard hats, remember?).

Early concept sketches of the Main Street buildings.
Where it started, loose sketches of the street and its storefronts.
A concept sketch of a Main Street building.A sheet of four Main Street storyboard studies.
Building studies, working out the timeless small-town character.

The Environment

Same block, different feel

We designed Main Street to be dynamic, evolving with the ebb and flow of time and seasons. That transformation involved intricate overhead street layouts and diverse small-town studies, so every detail adapts to the moment while keeping a recognizable charm.

Overhead layout studies of the Main Street blocks.
Overhead layouts, the same block planned for many moods.
A wide render of the Main Street environment.

The Scale

Load it over and over again

To keep Main Street fresh, we built a matrix of unique visual outcomes, generated from each user's answers to the preference questions. The 3D and front-end teams produced a range of color palettes, each tied to a user profile, then applied them procedurally to recolor the geometry, so every visit feels personal.

A row of Main Street buildings recolored by palette.
One block, recolored on the fly, a different palette for every visitor.
Meta Main Street shown on a laptop.

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