What is the metaverse? If you can answer that in one sentence, congratulations. Potentially the most hyped topic in the industry for the past two years, the metaverse has dominated discussions and polarized people in equal measure, all without yet establishing itself as a fully formed creative outlet. However, if there’s one thing metaverse proponents and skeptics can agree on, it’s that the technology itself is still in an evolutionary stage.

During this period of experimentation, campaigns or activations that in some way show the potential, either distant or immediate, of the metaverse are highly valued. Fortunately for The Electric Factory, the creative innovation company based in Uruguay, the US, Mexico and Puerto Rico, that is precisely what…