This was a moment for all of us. we remember getting goosebumps from seeing the transition of Awan (HK actor) who was playing Hiro, into an animated character. this was a tangible representation of what we had intended to do to create a physical experience that would traverse into the metaverse.
Advisor - IP Development, Creative Strategy, GTM
Led Team in IP Creation & Narrative Development
Brand & Campaign Strategy
Partnership Operations
Creative Director
Ecosystem Design
Partners we worked with:
THE PROCESS
Hiso was an NFT project built around an original IP — a character called Hiro with the ability to traverse multiple worlds. I led the creative and product strategy end-to-end: developing the narrative and lore, directing the art across three distinct environments (descendent, modern, dystopian), and producing a trailer that brought the character to life through a live-action-to-animation transition.
A big part of the role was thinking strategically about how to maximise every resource. When we flew to Japan for an event with Atmos Japan, I saw an opportunity to turn a single trip into an entire content pipeline. This included coordinating influencer activations, a multi-format shoot across locations, and marketing assets that could fuel weeks of campaign material. It was about getting 10x the output from every investment.
We also presented NFT Asia: Crossing Worlds at Scape Youth Park — Singapore's first metaverse festival. My focus was on using the event to bridge Web2 audiences into the ecosystem and convert interest into presale momentum, while managing stakeholder relationships across the partnership.
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ART & WORLD- BUILDING
We wanted a name that was iconic and easy to remember and that's how Hiro was born. Drawing from old anime references and our collaboration with Atmos Japan, we chose a Japanese name and leaned away from the typical action heavy narratives in Web3.
Working with Superpixel, we developed three distinct worlds (descendent, modern, and dystopian) each representing a different timeline. The brief to the art director was that each environment needed to feel timeless, not locked to its era. Hiro's ability to traverse between worlds was the narrative thread, but it also reflected something we wanted the brand to stand for: the idea that the most interesting things happen when you cross into someone else's world.
DESCENDENT
MODERN
DYSTOPIAN
working with xctuality to animate and simulate the different worlds and metaverses
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HISO x ATMOS in Japan
We found ourselves in the office brainstorming creative ways to boost traction using the trip to Japan. At one point, we even jokingly considered the idea of bringing a bunch of pugs and monkeys to the Atmos store (we had a good laugh about it), thinking it would make a hilarious headliner and give us something to talk about.
Of course, we didn't go through with it. We flew to Japan for an event at Atmos, but I didn't want to make the trip just for that — it would've been a waste. I put together a plan to produce an entire set of marketing materials while we were there, using Japan as the backdrop for Hiro's descendent world. TeamLab gave us the ethereal, dreamlike setting we needed, and we brought along designer costumes to bring our storyboards to life across multiple shoots. For the modern theme, I styled the models using pieces from Atmos Japan's upcoming season. One trip, multiple campaigns worth of content.
models at HISO x Atmos Japan
idea moodboard for dystopian female
New Dawn collection
BTS in Japan,
featuring New Dawn on model for Dystopian
NFT ASIA
HISO presented NFT ASIA: Crossing Worlds, Singapore's first metaverse festival at Scape Youth Park. There, we managed to connect a bigger Web 2 audience to educate them on how they could particiapte as regular audiences, and to steer our presale buyers
on set filming Dystopian in Singapore at a random back alley
MAKING OF TRAILER
From it's initial ideas of Hiro, to the environment of the different worlds, one of its final touches to ensure that the trailer was immersive was also its costumes. After countless nights of asking around and connecting with independent fashion designers, I managed to pull together multiple sets of costumes that went well. (I always loved fashion anyway!) Special thanks to MIRL and Design Orchard for making this possible. A huge appreciation to NotBros for producing and staging this trailer with me, and their crew for the filming and editing of this video.
Designers/ Labels:
Ther Yang
Serina Lee
Esh by Esther
Syne
B-nary
As Intended
Atmos Japan
designer pieces by Serina Lee