Fandom
Fandom brought us in to do something few agencies get the opportunity to do: build a brand character from the ground up for an entire region. As the global home of fan culture made its move into the GCC, they needed more than a translated version of their global identity — they needed a presence that felt native, vibrant, and genuinely plugged into the region's passionate fan communities.
A character born in the GCC, for the GCC — one that fans didn't just recognise, but claimed as their own.
We designed and brought to life Fandom's GCC mascot — a wholly original character built to bridge global pop culture with the region's distinct personality. From initial concept through to final character bible, the mascot became the face of Fandom across every touchpoint: social, in-store, events, and beyond.
Taking over Fandom's social media presence for the region, we built a content engine that spoke directly to GCC fan culture — gaming, anime, comics, and everything in between. Original content, reactive moments, and community-first storytelling turned the channels into a destination, not just a broadcast feed.
On the ground, we shaped the physical fan experience from the inside out. We consulted on in-store design to ensure the space felt as immersive as the brand, produced activations that gave fans a reason to keep coming back, and played an integral role in the planning and execution of the new store opening — turning a launch day into a genuine cultural event.
Results
- 8.3MOrganic reach in first 60 days
- 220%Social following growth at launch
- 14KStore visitors in opening weekend
- 91%Positive mascot sentiment (community poll)
