Creative direction & production oversight for digital event experience.
Project overview
The goal was to enhance Fandome viewership by rewarding fan registration with a free digital collectible on the Palm Network. Additionally, the event aimed to highlight the historical context and diversity of DC heroes and artists.
Fandome
collectibles.
Spearheading a large-scale digital event, we rewarded user registration with free digital collectibles, unlocking a rich universe of comic book covers from DC's extensive archives. This engagement bolstered the event's diverse fanbase and celebrated the extensive variety of heroes and artists in DC's IP.
Over 600k redeemed digital collectibles.
6MM emails sent.
400k active users.
4.5% click-through rate.
Process & execution.
Pre-production
The challenge was to engage super fans with lore-riddled artifacts. I collaborated with producers, product managers, and UX designers to scope the project, conceptualize the structure, hero selection, tiering, and release strategy. Each asset included hidden clues, which sparked a year of fan collaboration on social media to decipher.
Development
In this phase, I led a diverse team of 3D generalists, motion graphic designers, graphic designers, concept artists, and art directors, focusing on creating retrofuturistic hardware with hidden codes for fans to unravel. In parallel, I collaborated with creative teams to finalize deliverables across various mediums, providing weekly updates to the client.
Launch & fan engagement.
Release strategy
The partnership with DC was announced in September, followed by teaser artwork releases on social platforms. Starting on October 5, fans could collect their first free digital collectible by registering for DC FanDome, and a second for sharing on Twitter.
The series featured 5 DC characters across 3 rarity tiers, each containing iconic comic book covers hand-selected by artist, publisher, and DC Chief Creative Officer, Jim Lee.
Outcome
Fandome 2021 was deemed a success, with a record-breaking distribution of digital collectibles and a surge in created crypto wallets. This project underlines the successful blend of fan engagement and digital art in shaping future large-scale digital events.
Mentions.
“We spent a lot of time on how to translate and adapt these classic covers into a 21st century format such as NFTs. This drop pays homage to our 87 year history while visualizing a future in which NFTs play a foundational role in novel ways of interacting with DC content and unlocking new experiences.”
— Jim Lee, President, DC Comics
“Regarding sustainability, Palm's blockchain is said to provide a "99.9% reduction in energy use compared to Proof of Work systems." DC is able to mint NFTs for fans - numbering in the millions - at "near zero cost," according to the press release.”
— Samantha King, Screen Rant
“DC selected Palm NFT Studio as its partner because Palm is designed to be as flexible as artists are creative; it’s able to build the infrastructure to match DC’s ambitions and even assist in the creative development of the NFTs. Also, Palm shares our environmentally conscious approach to NFTs.”
