Partnership / Community / Web

Gretyl, help us keep an evolving celebrity partnership feeling fresh week after week

Steve Aoki wearing reflective sunglasses behind a levitating spread of graded Pokémon cards on a cool-toned gradient background.

From Platinum Records to PSA-Graded Slabs

TCGplayer helps collectors share the things they love every day. This time, the collector just happened to be Steve Aoki. This partnership put more than $3 million worth of curated collectibles on offer, including graded cards, apparel, signed merchandise, and exclusive fan experiences. I joined the project during its second wave, designing integrated marketing across email, social, and marketplace ads for five consecutive product drops.

Three Steve Aoki campaign emails showcasing weekly merchandise drops, mystery boxes, and a video-call promotion in a purple-and-blue branded layout.

Business Outcomes

  • Introduced a TCGplayer celebrity partnership connecting music, gaming, and trading card communities.

  • Generated anticipation through limited-time collectibles, apparel, and fan experiences.

  • Expanded TCGplayer's playbook for partnership-driven campaigns.

Ownership

  • Designed original creative for five consecutive weekly product drops, adapting the campaign to new products and promotional experiences.

  • Developed campaign messaging and exploratory copy during concept development, with headlines frequently carrying through to final creative.

  • Balanced Steve Aoki's visual identity with TCGplayer's brand across a wide range of collectible products and experiences.

  • Maintained a cohesive visual style while designing novel creative for each campaign wave.

Steve Aoki x TCGplayer campaign ad featuring Steve Aoki and graded Pokémon cards neatly fanned in front of him.
Steve Aoki x TCGplayer campaign ad featuring Steve Aoki, graded Pokémon cards, and messaging encouraging urgency to shop the collection.
A marketplace homepage mockup of the live Steve Aoki campaign, featuring products such as signed Pokémon cards and a yellow Bruce Lee style jacket. Page portions irrelevant to this campaign have been greyed out for clarity.
A marketplace homepage mockup of the live Steve Aoki campaign, featuring products such as signed apparel and a Funko Pop. Page portions irrelevant to this campaign have been greyed out for clarity.
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