Unmasking Diversity: How Bat Cowls Became a Canvas for Inclusion
Reimagining Batman’s cowl in a collection of 12,000 unique AR access passes, highlighting diversity within the Batman mythos. The project grew into a massive multi-platform experience resulting in a robust design system and a vibrant, engaged fan community, and received a Webby Nomination.
Creative Direction
Brand Identity
Narrative Design
Web Design
Graphic Design
Content Creation
Experiential Design
3D Pipeline & Animation
Digital Asset
When I set out to reimagine Batman's iconic cowl, my aim was to weave a digital tapestry of identity through exclusive augmented reality (AR) access passes to the DC Universe. The Bat Cowl collection, featuring 12,000 unique digital assets, extended an invitation to fans from diverse backgrounds to don their own virtual cowl. This vibrant collection disrupted the traditional demographic boundaries of fandom and heroism, offering an empowering narrative steeped in the rich lore of Gotham City, thanks to collaborations with DC Historians and the legendary Jim Lee.
Faced with a tight timeline and initial market hesitance, I orchestrated a robust design system that allowed for the creation of cowls in infinite combinations, each unique yet identifiable. Working closely with concept and 3D artists, we meticulously balanced various anatomical forms (eyes, ears, jaw pieces, etc) that represented an array of psychological preferences that could interlock in any combination and withstand 360° of scrutiny in multiple digital platforms. Each of these segments and the hundreds of bespoke materials created for them were informed by 80 years of Batman lore and archival film and comic source material. We wanted to connect with different segments of Batman’s diverse fan base through a deep respect for the iconic canon and bold evolution into more feminine and mysterious themes. This same degree of thoughtful craftsmanship was applied to the creation of marketing collateral and ongoing solvable content for digital and in-person experiential activations. The success came from a deep commitment to collaborative and comprehensive exercises in brand building, community management, and storytelling.
The cowl holders, active and dedicated, have fostered an inspiring kinship online across Discord and Twitter. They continue to hold weekly townhalls to collaborate on quests and activations, enjoying perks like free tickets to events and behind-the-scenes tours. This vibrant community remains engaged, discussing ongoing Knightswatch questlines and contributing to the published comic series that cowl holders vote on.
