Various embodiments of the invention disclosed herein provide techniques for generating a virtual object for a VR/AR environment in response to a trigger. A VR/AR application executing on a client device receives a media content item. The VR/AR application detects an event trigger associated with the media content item. The VR/AR application generates at least a portion of a virtual object based on the event trigger. The VR/AR application displays the media content item and the at least a portion of the virtual object on a display associated with a user device.