CLIENT
Gucci & Otherside Meta
PROJECT TYPE
Creative/Art Direction
Product design
Physical x Digital
KodaPendant is a physical and digital collectible, it was introduced as the first product in the long-running partnership between Gucci and Yuga Labs. Holders of Koda NFTs can enter to buy a digital necklace for their Koda characters, and receive the physical version made in collaboration with Gucci.
YUGA LABS CREATIVE TEAM
Anthony Higuera - Concept & illustration
Sophia Zapata - 3D
Adam Levin - Narrative
Flavien Guilbaud - Design Director
Long Vu - Creative Director
Lisa Kang - Executive Producer
Liz Mead - VP Marketing
Michael Figge - Chief Creative Officer
Special thanks for the Gucci web3 team
PHYSICAL PRODUCT DESIGNED IN CONJUNCTION WITH GUCCI
The campaign was kicked off with a teaser image...an altered shot from the first Otherside trailer, showing the hand of Curtis, the Bored Ape, holding the bottle of blue liquid that brought us to Otherside. The label on the bottle is altered to show a cheeky twist on the Gucci logo, where the U is written in Koda Glyph. It's a subtle and elegant nod to the interwined nature of the partnership between Gucci and Yuga Labs with Otherside as its centerstage. The image itself carries the message without the need for words or explanation.
The fact that this is the first time Gucci allowed an altered version of their logo on a collaboration speaks to the significance of this partnership.
The campaign was kicked off with a teaser image...an altered shot from the first Otherside trailer, showing the hand of Curtis, the Bored Ape, holding the bottle of blue liquid that brought us to Otherside. The label on the bottle is altered to show a cheeky twist on the Gucci logo, where the U is written in Koda Glyph. It's a subtle and elegant nod to the interwined nature of the partnership between Gucci and Yuga Labs with Otherside as its centerstage. The image itself carries the message without the need for words or explanation.
The fact that this is the first time Gucci allowed an altered version of their logo on a collaboration speaks to the significance of this partnership.
The digital necklace was created as a visual upgrade available to purchase for Koda NFT holders. In the world of Otherside, they are Relics that resemble the shape of the bottle holding the precious blue magic that Koda treasure. Buying one of these would add the necklace on your Koda NFT along with a GG monogram marking on the frame. It adds value to your existing token in the form of metadata, and owners of these tokens will have exclusive perks and cosmetics in the Otherside metaverse.
Any token with the KodaPendant metadata is allowed to claim a physical silver pendant that we designed in conjunction with the Gucci team. It marries the Koda symbol with the iconic GG monogram. The result was a perfect balance between 2 opposite ends of premium brands...refined luxury of Gucci and whimsical, irreverent magic of the Otherside Koda.
Each pendant is engraved with edition number, 3019 were sold in a 24hr sales window.
The narrative and the product showcase came together on the mint site, where users can try out the digital necklace on their Koda before purchasing.
The narrative and the product showcase came together on the mint site, where users can try out the digital necklace on their Koda before purchasing.
Working with the Gucci team, we created a series of social creative to support the launch of the pendant. Gucci dedicated their official Twitter and Instagram for the day to cross-promote the campaign.
Alexis Ohanian, founder of Reddit, was a fan of the collaboration. So much so that Gucci produced a cufflink and a broche version of the pendant for his outfit at the Met Gala '23.
