Shred
A 3.75" collectible action figure inspired by the retro cardback figures of the 80s, with a swampy twist.
R&D
Our early conceptualization of the project was very name-driven. "Shred" was immediately accessible and easily explained to friends + family. The first thing we needed to tackle was a dualistic study of anatomy - both for the human body and vintage 3.75" action figures. Lucky references were abundant. 3D models were quickly spun up and rough card-back designs followed suit.
prototyping
After landing on a model that we were happy with (tested by in-house resin printing), we started to get more serious about prototyping something that would be manufacturable. We spun up a CMF and worked with a manufacturing partner overseas to help us validate color, card-back printing, and blister pack shape.
Media
With a proof of concept model in hand, we squirmed our way into a production deal with a highly regarded manufacturing partner - the same supplier that produces the notorious and highly collectable Super7 figures. 600 orders is what we needed, so it was time to spin up the most viral marketing campaign that we could manage.
Insta + web
A few million hits via a viral tik tok campaign - orders were flowing in, and we needed to make sure that our official social channels were dialed in. Instagram + our website were our two other hot spots.
Ending
Though not a financial success, and certainly one of my least serious projects - in many ways Shred represents the pinnacle of my creative philosophy. The contrast of highly curated work with a ridiculous premise is one of my favorite things to make & observe. I also especially cherish this project for the collaboration that Daniel and I cultivated during this unique time in life.