I've been a Sanrio fan my whole life. When they trusted me and my team to build their first large-scale digital brand world, I treated it the way you treat something you love — carefully.
The Brief
Launch Sanrio's first large-scale digital collectible experience, expanding Hello Kitty & Friends into an interactive, gamified brand world. Concept centered on travel and discovery — fans collect digital stamps and unlock character moments set in cities around the world.
My Role
Led a cross-functional team. Developed the full visual identity system, website, pack-opening animations, promotional campaign materials, and debut art released through OpenSea. Established the generative pipeline for 70,000+ unique algorithmically generated assets.
70k+
Unique NFTs
$950k
Initial Sale
$1.7M+
Secondary Volume
Sold out in under 1 minute — the most successful RECUR drop to date.
Next Project
Dr Pepper Roadshow