Retroslang

A 3D character, a brand world, and an animated series real DJs step into.

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CLIENT

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Retroslang, an American music-and-lifestyle brand, for which we designed and brought to life DJ Retro: a character with a boombox for a head, embodied by a rotating cast of real artists.

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THE ASK

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Design a character that becomes the face of the brand, build a world and narrative around it, then turn it into an animated series where real DJs perform sets "as" DJ Retro. Merge music, storytelling, and product visibility into a single format that doesn’t look or sound like an ad.
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‍OUR SOLUTION
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We designed DJ Retro from scratch in 3D and built an entire lore and universe around him that became the foundation for a series on YouTube and social media. Each episode features a different real DJ stepping into the role of DJ Retro, performing a set that we animate into a full episode, complete with new characters, storylines, and brand products woven naturally into the narrative.

This is a long-running collaboration where each season brings new DJs and fresh stories, all revolving around the character we designed and brought to life. A format that doesn’t look like an ad, doesn’t sound like an ad, but sells, because people show up for the music and the character, and the products are simply part of the world.

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DELIVERABLES

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Full 3D character design of DJ Retro. Brand world and lore development. Animated series for YouTube and social media. Animation of DJ sets featuring real artists. Character design and introduction across seasons. Natural product integration (clothing, accessories) within the narrative. Series branding and art direction. Ongoing long-term collaboration with seasonal development.

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CLIENT TESTIMONIAL

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"DJ Retro became more than a mascot, he became the brand. People show up for the character and the music, and our products are just part of his world."

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