Original Penguin

Web-base App Experience Technical Research AR Spatial Interface Design Product Management Game Design

In a strategic initiative to revitalize brand relevance and engage a younger demographic, Original Penguin, a legacy fashion brand, partnered with Bajibot to launch a pioneering seasonal awareness campaign. This project leveraged the burgeoning NFT market and the dynamic reach of TikTok to create an immersive, charitable digital art experience.

By collaborating with prominent TikTok artists, we transformed the brand's iconic penguin logo into a series of unique 3D NFT avatars, showcased in a vibrant, Miami-inspired Augmented Reality (AR) showroom. This campaign not only positioned Original Penguin as a forward-thinking brand but also directly supported emerging artists through charitable contributions.

Press Release: WWD Glossy 8th Wall

Design Features

Strategic Brand Revitalization

Successfully bridged Original Penguin's rich heritage with the digital-native Gen Z audience.
Leveraged the NFT trend to create a novel and engaging brand experience.

Influencer Collaboration & Content Creation

Partnered with five diverse and influential TikTok artists (@CiciStamper, @MrNYCSubway, @DayanTorresArt, @GabriellaAnouk, @Carter.Golfs) to design unique NFT avatars.
Integrated the influencers' artistic styles and personal brands into the NFT designs, fostering authentic engagement.
Showcased a diverse range of artistic styles, from dance and photography to fine art and golf reviews.

Immersive Augmented Reality (AR) Experience Developed a seamless, browser-based AR experience accessible via mobile devices, eliminating the need for specialized apps or equipment (8th Wall platform).
Created a visually compelling Miami-themed AR showroom, reflecting the brand's headquarters and aesthetic.
Enabled users to "walk" through the virtual exhibition and interact with the NFT avatars.

NFT Implementation & Auction

Minted the 3D penguin avatars as NFTs, leveraging the popularity of digital collectibles.
Facilitated a secure and accessible auction process, accepting both traditional currency and Ethereum.
Technical research was conducted into NFT logistics, and native phone AR functionality.

Charitable Contribution & Social Impact

Donated all auction proceeds to FreeArtsNYC, a non-profit organization supporting underprivileged children through arts education.
Aligned the campaign with a socially responsible mission, enhancing brand perception.

Cross-Functional Team Leadership

Led an in-house team of creative, marketing, and development experts from concept to launch.
Managed collaboration with external partners, including TikTok influencers, NFT experts, and the charity organization.
Conducted target user location research to inform campaign framework and user flow.

Technical Innovation

Research into 8th wall platform technical capabilities.
Native phone AR functionality research.
Technical research into NFT logistics.

Seamless User Experience

Simple text message invitation leading to AR portal.
Easy to navigate virtual exhibition.

ROLE
Digital Experience Producer

TIMELINE
2021

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The Original Penguin NFT campaign yielded significant results, successfully enhancing brand relevance among Gen Z audiences while delivering a substantial over $10,000 donation to FreeArtsNYC, directly supporting arts education for underprivileged children. Furthermore, the innovative AR experience and NFT auction drove a notable surge in digital engagement across the campaign's online platform, demonstrating its effectiveness in capturing and retaining audience attention.

Bajibot Inc.

AR Experiences Design

Valerie Lin 2022

CHOREOGRAPHY OF STRANGE ATTACHMENTS