WHAT IS CANDY?

Candy Digital is a very fast paced NFT (also known as digital collectibles) start-up offering unique NFTs for fans and collectors, giving them the ability to purchase & sell NFTs to deepen their love of sports, culture and entertainment. At Candy, I drove & executed creative strategy of digital marketing campaigns to promote NFT products with various partners such as the MLB, Netflix, WWE and NASCAR.

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Since the majority of Candy’s NFT products were made in-house, I collaborated with 3D animators & designers from Candy’s product creative team to obtain specific shots/clips of products that I could then utilize in my designs. Credit is due to these talented team members: Aaron Frebowitz, Adler Romero, Sal Rangel, Kingsley Harden, Kurt Bernardin, Leon Coetzee, Claude Hurd, Austin Weyer, Mikey Solis and Salem Jones.

MLB

2022 MLB ICON SERIES TEAM PACKS:

Previously launched 2022 MLB ICON Series NFTs were rewrapped to be team-specific packs.

EMAIL HEADERS:

I created email headers for all 30 MLB teams to send out to their subscribers (more emails seen below).

SITE BANNERS: (click arrows to browse)

PAID MEDIA ASSETS:

The above ad was meant to promote 2 campaigns running concurrently.

Creative Direction by James Dick. Producer: Sasha Skulinets

2022 MLB™ ALL-STAR ICON SERIES:

To highlight MLB’s All-Star Game, Candy created packs of ICON cards featuring the 2022 season’s top athletes. Using guidelines from the MLB, I utilized the All-Star Game look & feel to create email headers, site banners, and social media content such as an informational animation.

EMAIL HEADERS & FOOTER:

SITE BANNERS: (click arrows to browse)

SOCIAL MEDIA ASSETS:

For this campaign, I worked closely with a member of our community team, Matthew Muntner, to engage our consumers with an All-Star ICON Bracket Challenge. Consumers created their own brackets and then would vote weekly on their favorite players/ICON cards. Once votes were tallied, I created the graphic to show that week’s winners. To keep the competition lively, after each week we featured different ICON rarities.

I also created a 101 video walking through the details of the product. Watch below!

Creative Direction by James Dick. Producer: Sasha Skulinets

WWE

SHAWN MICHAELS DIGITAL TRADING CARD NFT:

Candy developed two NFT products to honor the fandom of renowned professional wrestler, Shawn Michaels. My goal was to create a set of email headers, paid marketing banners & social teasers to promote this groundbreaking product.
I was honored to have Shawn Michaels & the WWE tweet my promo animations.

SHAWN MICHAELS' TWEET feat MY ANIMATION

WWE TWEET feat. MY ANIMATION

Creative Direction by Joey Jones. Producer: Karisa Callahan

WWE CHAMPIONSHIP TITLE TRADING CARD:

Coinciding with the Shawn Michaels product drop, a WWE Championship Title Trading Card featuring the famous belt launched as a promo with the Fanatics. Fanatics customers could obtain the Championship Title Trading Card NFT with a purchase of $50 or more.

PAID MEDIA ASSETS:

Creative Direction by Joey Jones. Producer: Karisa Callahan

NETFLIX

STRANGER THINGS 4 DIGITAL COLLECTIBLES:

Candy’s first Stranger Things product drop offered a series of the show’s character posters brought to life by 3D animation. The series also featured special “Upside Down” character posters set in the show’s classic ominous environment. My goal was to create social media teasers to highlight the contrast between the two posters and deliver select product information while maintaining the dark nature of the show.

SOCIAL MEDIA ASSETS:

Creative Direction by Joey Jones. Producer: Karisa Callahan

STRANGER THINGS 4 PROP COLLECTION:

Candy’s creative team got the opportunity to 3D scan the actual props used by the cast of Stranger Things and then moved forward in creating special edition digital collectibles of these props for consumers.

EMAIL HEADERS:
I worked with a CRM team member to create an email template that was more Stranger Things centric. This enabled him to test email open rates & click through rates, target a more granular set of consumers & swap imagery from an email header bank I provided to him.