Slim Jim - Enter The Meataverse
The Meataverse is Slim Jim's first web3-based, completely free, digital membership club and interactive collectible (NFT) experience. The cornerstone of our Meataverse is a rich offering of 10,000 unique, dynamic digital collectibles (NFTs). Members of the Meataverse can evolve their GigaJim by applying S.A.U.C.E. (the currency of the Meataverse), which is generated by scanning Slim Jim products, participating in challenges, and engaging with Slim Jim on social media. slimjim.meataverse.com
The CEO of Verified Comments
Slim Jim was a faded 90s meat stick struggling to connect with modern audiences In 2018, we made a radical change and quit all advertising to focus exclusively on organic social media, on a mission to be the snack that cures digital boredom.We started off on Instagram and Twitter, but knew that we needed to take a radical approach if we were going to make an impact on TikTok. We stopped behaving like a brand, and started behaving like a creator on the platform, adopting the persona of "The CEO of Verified Comments".
Our approach was an immediate success, leveraging the brand's reputation as an amplifier of culture and content to earn us 4.2 million followers, 8 million UGC clips, 1.6 billion organic views, and 15% average engagement rate within the first six months following launch. This was equivalent to $19 million in earned media, with zero spent on paid ads within TikTok.
Sony LinkBuds
Sony aimed to effectively market the Sony LinkBuds to their core North American Gen-Z and Millennial audience. The LinkBuds merge digital audio with ambient sound, allowing users to enjoy media while staying connected with their surroundings. We crafted a campaign that authentically showcased the product's unique features in both digital and physical environments, in collaboration and co-created alongside Wisdom Kaye and Demsky, and made native for the platforms and digital ecosystems they live and play in.This effort generated 425 million social media impressions in the first week, with an 83% favorability rate for Sony LinkBuds.
CPG Art Direction
Played a key role in leading the art direction, set styling, and photography for a range of Conagra products. The majority of these projects were managed in-house, involving in-house styling, photography, and internal editing, all conducted at 180NY.
Web3 Deck
A compilation of work that employs an audience-driven marketing strategy and art direction that resonates with Web3 and Crypto native communities.Hello!
Email me: darylgorellana@gmail.com
Education:
Pratt Institute
BFA: Art Direction/Graphic Design
Nassau Community College
A.A.S. Commercial Art: Graphic Design
Experience & Awards:
‘19—Current: 180NYMetaverse, Web3, Tech forward lead creative. Collaborated with a cross-functional team to provide art direction and create digital native content for prominent brands such as Slim Jim, MTN DEW, Sony, and Conagra. The primary objective was to enhance user-generated content through strategies involving hype and augmentation. Additionally, I led the art direction and conceptual development of Web 3.0 compatible ideas for these brands, encompassing utility, phygitals, and redeemable mechanics. Formulated and presented strategic Web3 partnership proposals for clients. Collaborated with a multidisciplinary team to ideate, create, and establish new business opportunities for both existing and prospective clients.
‘18—’19: D3-NYC Worked with a diverse range of clients across all stages of creative, from new business pitches to concept to execution. Led the design team to execut on-brand creative that met clients brief. A multidisciplinary hands-on role, with a specialty in design and motion. Managed projects through production and presented final creative to clients, including Jet, Spacious, JetBlack Hello Alfred, and Luminary.
‘17—’18: Retina Inc.
Led design/VFX and art direction of two VR experiences: PLAYBACK, funded by Oculus and featured on the Oculus app store, and NuVision, the standalone hit VR experience. Executed work for NuVision that got them funding.
‘16—’18: Macy’s Fashion Office Played a pivotal role in the strategic development and enhancement of the Fashion Office branding, which included graphic design elements, effectively amplifying the voices and distinct identities of all Fashion Directors within the organization.
'16: The Participation Agency
Worked across multiple projects, within various roles; including art direction, concept development, design, and production. Clients include Mondelēz International, Nike, Sour Patch Kids, B. Bonin Bough, Asbury Park Now! + new business (brand identities, web design, decks, video, motion).
'15: MTV
Art Direction and Design of original interstitial content for MTV's No Chill segment. Provided support and collaborated with the No Chill team
Skills & Software:
Art Direction
Graphic Design
Photoshop, Illustrator, InDesign,
After Effects, Premiere
Cinema 4D
Spark AR
Photo manipulation
Photography
Other Interests
Synch music
Custom computer building
Education:
Pratt Institute
BFA: Art Direction/Graphic Design
Nassau Community College
A.A.S. Commercial Art: Graphic Design
Experience & Awards:
‘19—Current: 180NYMetaverse, Web3, Tech forward lead creative. Collaborated with a cross-functional team to provide art direction and create digital native content for prominent brands such as Slim Jim, MTN DEW, Sony, and Conagra. The primary objective was to enhance user-generated content through strategies involving hype and augmentation. Additionally, I led the art direction and conceptual development of Web 3.0 compatible ideas for these brands, encompassing utility, phygitals, and redeemable mechanics. Formulated and presented strategic Web3 partnership proposals for clients. Collaborated with a multidisciplinary team to ideate, create, and establish new business opportunities for both existing and prospective clients.
‘18—’19: D3-NYC Worked with a diverse range of clients across all stages of creative, from new business pitches to concept to execution. Led the design team to execut on-brand creative that met clients brief. A multidisciplinary hands-on role, with a specialty in design and motion. Managed projects through production and presented final creative to clients, including Jet, Spacious, JetBlack Hello Alfred, and Luminary.
‘17—’18: Retina Inc.
Led design/VFX and art direction of two VR experiences: PLAYBACK, funded by Oculus and featured on the Oculus app store, and NuVision, the standalone hit VR experience. Executed work for NuVision that got them funding.
‘16—’18: Macy’s Fashion Office Played a pivotal role in the strategic development and enhancement of the Fashion Office branding, which included graphic design elements, effectively amplifying the voices and distinct identities of all Fashion Directors within the organization.
'16: The Participation Agency
Worked across multiple projects, within various roles; including art direction, concept development, design, and production. Clients include Mondelēz International, Nike, Sour Patch Kids, B. Bonin Bough, Asbury Park Now! + new business (brand identities, web design, decks, video, motion).
'15: MTV
Art Direction and Design of original interstitial content for MTV's No Chill segment. Provided support and collaborated with the No Chill team
Skills & Software:
Art Direction
Graphic Design
Photoshop, Illustrator, InDesign,
After Effects, Premiere
Cinema 4D
Spark AR
Photo manipulation
Photography
Other Interests
Synch music
Custom computer building