2007: Weta Workshop – Rayguns!


Weta Workshops, the NZ based multi-Oscar winning movie SFX house. Weta also has a collectables business that produces action figures for LOTR, Kong, Superman etc


Pre-announce a range of limited edition, premium priced collectable ‘Steam Punk’ Rayguns to Sci Fi enthusiasts prior to their launch at Comic Con in San Diego.


Rayguns had no heritage or back-story, unlike other film, TV or graphic novel collectable franchises.

Rayguns attract a premium price – US$650.00 per unit.

We had a tiny budget for this project.


To help create a back-story for Rayguns, we created an online campaign that included an infomercial, complete with  special offer and call to action, but produced as if from a parallel, ‘Steampunk’ universe.


The campaign went viral – over 330,000 sites featured Rayguns, and over 30% of the range were pre-ordered prior to Comic Con!

Due to such a high proportion of the Rayguns being ordered directly online and not through retailers, this was the most profitable range of collectables Weta has ever sold.


Strategy / planning; ideation; creative direction; copywriter; project management


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