GIFs served as the primary distribution unit.

The collection reached 90 million organic views on GIPHY.

The system supported hundreds of individual pieces without fragmenting tone or character.

Organic Distribution Built Through Short-Form Animation

A large GIF collection made for how people actually text each other.

Over 200 concepts were defined upfront against a fixed character and brand system.

Multiple studios produced the work within those constraints.

The output reads as a single world.

The system scaled without losing coherence.

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