The metaverse has already arrived, and it is changing how our realities are being shaped. Consumers are beginning to see the value in virtual platforms, and brands are striving to build stronger digital presence. The emergence of branded virtual worlds, as well as significant increase in investments in mixed, augmented and virtual realities indicate the metaverse are trending towards mainstream, with much of our lives taking place inside the virtual world. With endless possibilities and opportunities, how will brands push the boundaries of creativity in the metaverse?