Brand Design
RawPaw x Hyperreal Film
In partnership with Raw Paw and Hyperreal Film Club, creatives were given a list of 25 movies to pick from and use as a source of inspiration. I picked the movie Jackass to base my design off of.
Once submitted, designs would go on sale for four weeks. It was up to the us to market and promote our work as we sell our designs.
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#1
Seller in Category
Top 30
Of all Shirts Sold
10+
T-shirts Purchased
Background
Creating a marketable shirt for the Jackass franchise meant designing something as iconic and memorable as the film’s stunts. I wanted to create a shirt that didn’t just have the crew on it, but that also reflected the energy of the film.
Design Intent
My intention with this project was to develop a shirt that paid tribute to the original punk and skateboard scene that Jackass was a part of. The shirt’s design should be strong enough to feel like it’s a part of the original brand and expand beyond the “movie merch” clothes.
Early Ideation
Following the branding closely, I kept Helvetica in mind as my font of choice. Likewise, another key aspect was humor - the subject matter is funny, gross, and at times, epic.
Jackass is considered an integral part of the 2000s punk movement, thanks to stars such as skateboarder Bam Margera, his personal brand CYK, and the crew’s affiliation with Big Brother Magazine. Movie packaging and merchandise also typically saw bold red stamps, which was something I incorporated throughout my designs.
Final Design
Taking the lyrics of their end credit theme song (Dumb but Tough by the Smut Peddlers) as well as the notable shopping cart scene, I was able to condense Jackass’s central themes into one simple, impactful design.
The quote “if you’re gonna be dumb, you gotta be tough” ties into the nature of their stunts: although they appear as epic and grandiose, they never go in unprepared or afraid of what they’ll experience.
Marketing
Marketing strategy heavily relied on word of mouth through friends and family. However, Instagram was utilized as well, which allowed users to share and repost our work.
Social proof contributed to this campaign - many people who ordered a shirt would go on to post their order screenshots, which would then be reposted to spread the word.
A carousel was created for Instagram. Includes sketches, ideation, and earlier concepts before showing the final result + CTA to order a shirt.
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