Limited edition action doll for CMAT’s “Crazymad for Me” anniversary:
To celebrate one year of her critically acclaimed second album, CMAT released a limited edition action doll complete with a tiny guitar, a replica stage outfit, and gloriously bad hair. It sold out within hours and quickly became a cult fan favourite, embraced online for its camp kitschy charm and absolute chaos energy.
To celebrate one year of her critically acclaimed second album, CMAT released a limited edition action doll complete with a tiny guitar, a replica stage outfit, and gloriously bad hair. It sold out within hours and quickly became a cult fan favourite, embraced online for its camp kitschy charm and absolute chaos energy.
I worked closely with CMAT and her management to bring the doll to life, creating original 3D renders, designing the packaging based on the art direction of her most recent studio album, and helping shape her vision into something fans could hold in their hands. We also liaised with factories in China throughout the process to fine-tune the doll’s look and feel, making sure every detail from the boots to the box felt true to CMAT’s world. It was a weird, joyful, and totally unforgettable project to be part of.
While the doll was in production, the packaging design was repurposed at life-size scale as a marketing stunt. CMAT appeared in the giant box for social media skits and meet-and-greet signings, turning the design into an interactive fan experience and a playful promo tool for the album.
