Auto-T introduced a new approach to collecting, pairing digital collectibles with rare physical items. Created as an introduction to the platform, the film explains the concept through the culture that inspired it—connecting a new kind of collecting experience with the passion, history and pursuit that have always driven collectors.
Because Auto-T represented a relatively new concept, the challenge was making it feel less like unfamiliar technology and more like an evolution of something collectors already understood.
I built the creative approach around the tradition of collecting itself. Drawing from unused documentary footage exploring collector culture, I used the history, emotion and personal connection behind collecting as the foundation for introducing Auto-T. We also brought in Toy Hunter’s Jordan Hembrough, whose experience and credibility within the collecting community helped bridge the familiar world of physical collectibles with NECA’s new digital concept.
Rather than leading with technology, the film leads with why people collect—using something deeply familiar to introduce something entirely new.