Fanatics Live GTMHelped shape and launch Fanatics Live with a bold, culture-driven creative system that captured the thrill of live card breaking and energized sports collectors.
Creative Director: Brad Johnson
Art Direction & Design Lead: Dan Wirtheim
Strategist: Lucy Kay Phipps
Designers: Phil Zhang, Lauren Gatta
Team / Agency: Twigeo
The OpportunityFanatics Live set out to build a live shopping and livestream experience for sports card collectors — a community driven by hype, pulling packs, and shared energy. But Fanatics’ wider reputation skewed corporate, which made authentic connection with core collectors a challenge. We needed a culture-true tone and visual language that felt native to the hobby and built excitement while driving installs and engagement.
The ApproachAt Twigeo, we partnered with the internal Fanatics team to shape a bold, culture-driven creative system rooted in the language of card breaking. Drawing on the graphic style of classic trading cards, the exuberance of live breakers, and the slang and rituals of the hobby, we anchored the work around the rallying cry “Let’s rip some wax!” — a phrase collectors use when opening sealed packs full of thrill and surprise.
This tone carried through high-intensity paid social and app store assets that showcased live breaks with clarity and flair. In parallel, we built a modular template system for formats and order states that could scale visually while keeping excitement high and messaging clear.
