Breaking the mould on sports fandom.

FILM

BREAK THE MOULD

Brief

OWNIC was launching a new product in sports collectables – digital athlete collector cards or ‘dynamic NFTs’, that evolve as an athlete’s career progresses. But with NFT cynicism at an all-time high, and the challenge of launching a brand new category into the market; we needed to blow up the standard order of sports fandom.

Solution

Working with the idea: ‘Break the mould. Own the journey’, we created a film which shifted the way sports fans connect with their idols, in effect, breaking the mould on the static moments held dear by Panini cards.

We launched on Instagram and Discord, sparking a select group of sports stars to share OWNIC’s story with their communities, bolstering views.

We then followed this up with a series of clue-laden micro-films which teased key players becoming OWNIC collectables.

Launch film

Collectible drop film

Along with the main launch film, we created a format which quickly introduced the journey you’d be buying into by getting involved in the next collectable drop.

  • Agency: Boldspace
    Executive creative director: Mike Beukes
    Creative director: Matt Weston
    Creatives: Matt Weston | Elliot Payne | Sophie Webster
    Client service: Lou Kelly | George Jameson | Tom Hill
    Strategy director: Adam Larter

    Production company: Orillo films
    Director: Dan Lofthouse
    Producer: Keenan Foley / Sarah Broadbent
    DP: Jordan Clarke
    1st AC & Gaffer: Richard O'Hare
    VFX Artist: Dan Lofthouse
    VFX Producer: Aisling O'Dea

    Year: 2023

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