Crafting Dreams
My Journey in the World of Collectable Merchandise Design
Author: Yihao Li, Glasgow School of Art
Art has remained a constant passion throughout my academic journey, and my aspiration to become a freelance artist has been unwavering. During high school, I devoted myself to refining my painting techniques, and upon entering college, I expanded my skill set to include practical sculpting knowledge. In 2017, as I ventured into the workforce, I was lucky enough to find a “call for artists” by the COMIX STUDIO — a collaborative hub where artists and designers collaborate on commissions. Situated in China, the studio assists private production houses in designing and manufacturing highly detailed collectable merchandise. The studio’s main client is a leading third-party company specialising in 1/6th scale collectable figures inspired by pop culture. Stepping into this dynamic studio environment, I felt a genuine connection to the work and an eagerness to be part of such a stimulating atmosphere. I had the opportunity to collaborate with established industry professionals, facing new challenges and opportunities to bring creative visions into reality. This experience elevated my professional career and marked a significant chapter in my personal growth.
My Days in the Studio
Mainly working as a sculptor, I was immersed in an environment where innovation and imagination sparked from the moment I stepped into the studio. We harmonise artistic prowess with technical precision to bring the most intricate collectable designs to life. The studio was able to combine diverse creative talents seamlessly. Designers, sculptors, illustrators, and engineers collaborated, each contributing a unique skill set to the collective vision. Teaming up with them, I quickly realised the importance of collaboration in this dynamic industry and how this diversity fostered an atmosphere where ideas flowed freely, sparking a continuous exchange of inspiration.
Collaborating with experienced industry professionals was one of the most rewarding aspects of my time in the studio. Because I attended art schools and was trained to be a fine artist, I did not have the knowledge or experience in the merchandise industry. Learning from their wealth of expertise refined my technical skills and provided valuable insights into the action figure and merchandise industry dynamics.
While the studio was a playground for creativity, it was not without its challenges. Tight deadlines, evolving design requirements, and the pressure to meet market expectations were constant companions. However, all these efforts paid off when we finally saw the prototype go into the camera booth and turn out to be an amazing collectable figure.
The Real Magic: Bringing A Movie Character into Life
My first commission was designing an accessory for an action figure (Fig. 1). The workflow starts with referencing the screenshots of the original movie and images from comic books (Fig. 2); the next step is sketching and clay modelling (Fig. 3, 4). Based on this preparational work, I can easily continue to develop my project into a 3D model with software like Zbrush and Blender (Fig. 5, 6). Each phase requires meticulous attention to detail, from concept sketches to digital sculpting. Moving on to the next step, I send the digital files to a 3D printing hub equipped with cutting-edge 3D printing equipment and skilled professionals that allow for the inspection and validation of prototypes. In standard practice, we are usually required to apply the printout model to the action figure. We may iterate and refine the design several times to ensure that the final products, such as manoeuvrability and authenticity, meet the required specifications and quality standards. Collaborating closely with production houses, we translated their visions into prototypes that captured the essence of the characters or themes they sought to preserve.
Working with professionals who had contributed to iconic franchises and blockbuster films opened my eyes to the delicate balance between creativity and market demand. It was an invaluable lesson in understanding the audience’s pulse and tailoring designs that resonated with the fandom.
Beyond the technical intricacies, crafting collectable merchandise is a form of storytelling. It is a captivating and nuanced craft that transcends the items’ physicality. It goes beyond mere objects and transforms them into vessels that carry narratives, emotions, and memories. Whether action figures, statues, or other collectable merchandise, each piece becomes a tangible embodiment of a larger story, creating a profound connection between the collector and the cherished characters or moments they represent. Each piece tells a narrative, encapsulating the essence of beloved characters or moments from a movie. Compelling storytelling through collectables begins with meticulously capturing the subject’s essence. A key moment in a storyline or an iconic symbol, the design of the collectable must encapsulate the core elements that make it meaningful to fans. This involves attention to detail in sculpting, painting, costumes, and overall presentation. Witnessing how a well-designed collectable could evoke passion, transport fans to their favourite worlds, and become cherished mementoes, was mesmerising.
Challenges as Catalysts for Growth
The experience was transformative on a personal level as well. Challenges were stepping stones that pushed me to stretch my creative boundaries and find innovative solutions. Besides, navigating the delicate balance between artistic expression and commercial viability taught me resilience and adaptability. It underscored the importance of continuous learning in a fast-paced industry where trends and technologies evolve rapidly.
Looking back, I see that my journey in the studio was nothing short of a magical adventure. From collaborating with industry veterans to honing my skills in the delicate art of storytelling through design, every day was a lesson and an opportunity for growth. I carry the technical expertise gained in the studio and a profound appreciation for the convergence of creativity and commerce. The world of collectable merchandise is a testament to the enduring energy of storytelling and the timeless connection between fans and the characters they hold dear.
Author: Yihao Li, Glasgow School of Art