Watch on Instagram ↗The brief
As Kiehl's innovation partner for three years, YW3 evolved the brand's iconic teaching skeleton Bones into a new generation of brand IP, introducing sidekick Bonito to create a character system built for social, retail and immersive storytelling. Built with virtual production, motion capture and mixed reality, Bones became a living brand character driving cultural relevance, brand love and commerce.
The results
- Bones & Bonitonew character IP
- 170+ yearsof brand heritage translated into scalable digital IP for Gen Z
- Always-onsocial content system across Kiehl's global channels
- Character-drivencampaigns across digital, retail and partnerships
YW3 strategy
Turn a legacy mascot into modern brand IP
- Reimagine Bones and introduce Bonito to expand the character universe.
- Use virtual production and motion capture to create scalable content.
- Build an always-on system across social, retail and brand activations.
The platform
A virtual influencer ecosystem where Bones and Bonito create content, interact with creators and appear alongside real talent through mixed-reality production, blending animation, live action and immersive storytelling across global channels.
