Z3NA
Working as a Creative Director of Brandverse, a Berlin-based Web3 startup, I designed and managed the launch of Z3NA, a collection of digital wearables that aimed to bridge the gap between physical and digital worlds.
Each Z3NA watch allowed its holder to claim and receive a physical watch counterpart for free. My task was designing both physical and digital wearable collections, overseeing the creation of 2500 permutations across the 14 classes as well as coordinating the launch and the social media strategy, among other things.
Dividing the collection into 14 separate classes allowed for better creative control of the randomized permutations generated, where each class represented a unique visual style, rarity level and its own lore while conceptually being integrated into the overarching storyline behind launch of the collection.
The work included building the complex permutations structure, conceptualizing and creating the content for the 14 classes of the collection, designing, naming and refining each of the 150+ traits making up the collection, writing the lore behind the classes separation and the launch of the wearables, as well as creating unique visual identity, trailers and images for each of the 14 classes of Z3NA.
The watches were designed procedurally using Houdini, and rendered using Unreal Engine. As the Creative Director of Brandverse I worked in close contact with the Technical Director and the Head of 3D to ensure the visual coherence and quality of the final material.
The process of modeling the digital wearables required an extensive research, study of product design and materials as well as preparation of the permutation structure.
Working on the collection included designing the physical watch counterparts, along with the packaging, working closely with the suppliers and making sure the physical and digital collections remain visually coherent while considering the costs and feasibility of shipping and production.
