FunnyTummy

 

Working in collaboration with FunnyTummy we created a mobile app that allowed fans of his artwork to engage with it beyond merely viewing it online or at a gallery, they could interact with it and remix it in the form of stickers, creating their own spin on his artwork and in the process blurring the lines between creator and consumer in art. This also gives fans who cant afford or missed the opportunity to still own a piece of the artwork for themselves in a personal manner.

Taking Art into the Future

We collaborated with FunnyTummy to help make his art more accessible and marketable to more people by putting a little FunnyTummy art into the hands of more people. By getting people to interact with the art in an innovative new way.

What resulted was a novel approach to modern art,  extending art beyond the canvas by allowing the user to interact and be involved in the creation process therefore co-creating  unique bespoke art that can be shared thus increasing the reach of FunnyTummy's art.

By creating an iOS app, users could download the FunnyTummy Art app and capture images using the camera or camera roll. They can then overlay them with FT stickers and when they are satisfied with the composition they can save, or share the image. Creating a network effect.

Origins

The idea for the app originated from a trend study of digital stickers. The stickers trend originated in in the East with messaging apps like Line and WeChat who adopted kawaii (cute) characters to help users on their platform express complex emotions. This then trickled over to the west and appeared in apps like Facebook messenger and SnapChat. The Line Sticker market makes  25% of the companies annual profits. Their total revenue in 2017 was $1.1B. Their stock stickers have become a brand of its own spurring sales of everything you can imagine from plush toys, clothing, accessories, etc which led to a store opening in Harajuku, Tokyo.

Snapchat learned from the East and introduced stickers to its platform, allowing users to send stickers in conversations as well as allowing them to place stickers onto of their snaps letting them add some flavour. Around the same time they acquired Bitmoji for $100m, allowing users to have custom stickers made in their image to add to their snaps.

 

This is reflective of our growing desire for personalisation even in communicative expression and the way we want experiences custom made for us. Growing from the trend of stickers, interactive filters emerged first popularised by Snapchat with their in app offering. Filters allow you to take customisation to another level. Changing or augmenting your appearance.  This was a natural evolution of the selfie trend. There are infinite possibilities for filters and brands have started getting in on the trend through the Snapchat platform and furthermore Instagram. From Coca Cola, Pepsi, Gatorade, MTV to Taco Bell. Users on the platform love using filters and engage with them daily.

Results

This resulted in the idea for deconstructed, customisable art that lets the user be the subject and creator of art. This could be for themselves, an intimate gift for friends and family; or It could also be a creative way of self expression online by adding a little FunnyTummy to their images, utilising his art as communication currency. The app also had a second objective, as a vehicle for organic marketing for FunnyTummy. As more people are exposed to his art via network effects of users sharing their images, it leads them to discover and visit the artist. The app is constantly updated with new stickers from his latest artwork making it an ongoing platform for engagement for FT rather than a one time marketing stunt.

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