Launching Digital Collectibles on VeVe
Blending Creativity and Technology to Build a New Era of Digital Collectibles
The platform for this venture, VeVe, is a groundbreaking digital collectibles app that allows fans to hunt, trade, and own limited-edition digital items, including NFTs. These digital collectibles, authenticated through blockchain technology, provide fans a unique way to engage with and own their favorite Disney moments in a virtual space.
The Challenge
Disney was taking its first steps into the world of NFTs to see how fans would respond. The challenge for our team was to execute this experiment while maintaining Disney’s high standards for quality and storytelling—despite starting with a skeletal crew. At the outset, it was just me, my art director, and a few other team members working tirelessly to bring this ambitious project to life.
What began as an exploratory initiative evolved into a massive success, as our small but mighty team not only delivered a seamless and engaging product but also laid the foundation for a new multi-million-dollar business line that redefined how fans connect with Disney in the digital age.
A quick sizzle from our Golden Moments collection
My Role
As part of the founding team behind Disney’s entry into NFTs, my contributions included:
• Helping launch some of Disney’s first-ever NFTs, including hand-painting (digitally) the lenticular Mickey and Friends collection. It was also Disney's first time crediting artists for creating NFT art. Read more about it here.
• Crafting branding for each NFT collection and developing marketing materials for their promotion.
• Collaborating with VeVe to ensure specific asset needs were met, and working with Disney’s brand and franchise teams to source high-quality assets.
• Art directing the collectibles and shaping how they were presented to the market, blending creativity with a cutting-edge approach.
Morgane Keesling and I decided on a lenticular effect for the offerings which would show the characters on a custom background on one side, and when turned, the frame in their respective homes would reveal. Each item has custom music, and on the back, they are signed with the character's iconic signature.
The collection sold out in seconds!
Process & Approach
1. Pioneering the Vision
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Partnered closely with art director Morgane Keesling and a small, dedicated team to establish the foundation for Disney’s NFT business line.
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Developed the branding and visual identity for each collection, ensuring a cohesive representation of Disney’s magic in the digital space.
2. Hands-On Creation
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Played an active role in creating the NFTs themselves, including digitally hand-painting the Mickey and Friends collection, celebrating Disney’s iconic characters in a bold new way.
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Collaborated with VeVe to address technical requirements and ensure the digital assets met platform specifications.
3. Market Strategy
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Worked with Disney’s brand and franchise teams to curate and prepare assets that resonated with fans.
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Contributed to marketing and promotional strategies to maximize visibility and engagement.
4. Delivering Success
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Designed and launched collections that sold out within seconds, generating millions in revenue within the first quarter alone.
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Played a key role in a project so impactful that Disney’s CEO, Bob Iger would call and check on our team’s progress.
After the massive success of our first couple drops, our slate quickly filled up, and our team grew.
Some examples of the type of branding I was creating for each collection.
Outcome
• Built a groundbreaking new business line for Disney, generating over $100M in its first year.
• Launched NFT collections that sold out in seconds, establishing Disney as a leader in the digital collectibles space.
• Contributed to a historic moment as one of the first credited artists on Disney NFT art.
Boba Fett from our Underworlders collection
Buzz from our Lightyear collection
Reflections
This project was a career highlight, combining creativity, technology, and the thrill of breaking new ground. Being part of the team from inception to launch, and playing a hands-on role in crafting Disney’s first NFTs, was an incredible experience. It’s rewarding to see how this venture opened new doors for fans to connect with Disney’s magic in the digital age.