Invisible Friends Toy
Marketing strategy, creative direction, and social media for the physical toy launch of Invisible Friends, the beloved 5,000-character animated NFT collection by Markus Magnusson.
Context
Invisible Friends is made up of 5,000 animated characters by Markus Magnusson that quickly became one of the most recognizable and beloved projects in the web3 space. After their initial NFT launch, Invisible Friends expanded into a Kith collaboration, 3D animations, IRL community events, and more. This physical toy launch was the next step in their continued journey to bring high-quality collectibles to everyone.
Ahead of the release announcement, our social campaign included a custom-built Instagram and Snapchat AR filter that let people interact with the toy by adding it to any photo or video within the app. To tease its release, we displayed it across five cities and made people think there was a real sculpture in each one. People went looking for it and instead found a QR code to scan that got them onto the allowlist to purchase.
