- Role
- Creative Director
- Company
- Warner Records & Bose
- Timeline
- Feb 2022 – Mar 2023
- Platforms
- Opensea, Web3
- Team
- Music artists and content creators
- Tools
- Blender, Premiere Pro, Photoshop, Generative NFT pipeline
The brief
Warner Records wanted to explore Web3 in a way that offered something meaningful beyond digital ownership. I pitched Stickmen Toys: a collection of 5,000 unique audio-visual characters combining music, art and collectible culture, with Bose bringing selected characters into the physical world.
The challenge was to turn a free NFT mint into a premium creative experience that connected music fans, collectors and two global brands.
The ideaA free mint, made like a premium drop.
The collection
5,000 toys you can hear.
Animated 3D characters, built around music from The Stickmen Project. Traits react to sound.
Holders got custom, hand-painted Bose hardware.
Free to mint. Premium in every detail.
What it had to do
- One art style that brings music, toys and digital culture together.
- Bring Warner Records and Bose into Web3 in a way the community respects.
- One launch for music fans, collectors and Web3 natives.
- Free to mint, premium in execution.
- Work across music, legal, marketing and innovation teams.
- Own the visuals, the modelling and the generative prep end to end.
The workCharacters, hardware and film.
The toys
Designed, modelled, rigged and lit. Then a trait system to make 5,000 of them.
The hardware
Custom, hand-painted Bose kit for holders. Something real to keep.
The film
From sketch to sound to 3D. How the collection was made.
My partConcept to mint.
- Creative direction for the whole project, from concept to mint
- Character design, modelling, rigging, lighting and traits
- Custom music with Warner Records’ artists
- Every trailer, teaser and promo film
- Creative and brand alignment with the Warner and Bose teams
- The generative pipeline, for clean, unique outputs
- The brand identity for the Stickmen Toys universe
- Final art, metadata and the reveal
Results
Outcome
$30M
NFT trading volume, first 72 hours
Trading volume, not revenue. The mint was free.
Outcome
2 hours
Collection sold out
My work
5,000
Audio-visual NFTs
My work
100+
Creative assets produced
My work
$2M
Creative and PR budget managed
Outcome
102K / 50K
Discord members / X followers
Covered in Hypebeast Music Week