UMEI makes 3D-printed slides and needed to raise real money on Kickstarter to get to the next stage. They had done some small in-house content, but nowhere near the volume or quality a launch needs, and a Kickstarter lives or dies on whether strangers believe the product is real and worth backing. The content had to do the selling. I owned the project end to end through CreatoRev.
I set the social strategy, cast about ten creators, directed five shoot days, managed the editors, and delivered roughly 80 finished pieces for Kickstarter, TikTok, and Instagram. The creative decision that shaped all of it: every other slide brand sells recovery, the thing you wear after. UMEI's slides are 3D-printed for comfort and built to move in, so I built the whole campaign around comfort in motion instead. That one choice set the casting, the locations, the music, and the edit, so nothing on the page looked like it came from a different brand.
Kickstarter backers aren't buying a shoe. They're buying confidence in the people behind it. Content that showed the product being lived in, by people who looked like they meant it, made UMEI feel real and worth wanting. The campaign cleared its goal, the same library went on to power organic and paid social after the raise, and the momentum helped bring in angel investment on top of the Kickstarter.
$35,000 from 214 backers in 30 days against a $30,000 goal. The content outlived the campaign, and the raise helped land angel investors.
