Obsession

OneWishWillow.com

Client
Focus Features and Universal Pictures International, Project C
Year
2026
Team
5, 2 designers, a developer, a producer, and me
My role
Creative Director. I led design on both websites, built the Shopify sales and distribution channel, and designed the drop mechanics.

An original horror film with no IP, no stars, and $8M to $10M tracking. Its hook is the One Wish Willow: snap it, make a wish, live with it. Focus Features wanted to sell the willow for real. I designed how it would sell, and built the store and the world around it.

The call

Focus had the idea. My job was to make a $6.99 prop behave like a hit product: an impulse price, a limit of three, and two timed drops that sold out and left people wanting more. The film is about wanting something too badly, and the drops let the audience feel it.

  • OneWishWillow.com

    I led design on a fully working storefront for a fictional product from a fictional manufacturer. It never names the film: an infomercial, an in-character FAQ, and a disclaimer calling the willow "100% magical and 0% real."

  • The drops

    $6.99, three per customer, two timed drops ahead of release. Scarcity did the media buying.

  • Sales and distribution

    I built the Shopify sales and distribution channel end to end, from checkout to fulfillment, with every willow shipping alongside a certificate of authenticity.

  • ILoveYouSoSoSoMuch.com

    I concepted a companion site where fans upload a selfie and see themselves framed inside the shrine the film's antagonist builds. The composite happens right in the browser, so it's instant and nothing is stored.

  • Built for the rush

    The first drop moved 600+ willows in its first three hours, and almost none of the traffic behind it was paid. Search and word of mouth carried the store.

  • The afterlife

    Once the drops sold out, a resale market formed on its own, and sellers listed willows like collectibles: authentic, rare, sold out.

Shopify, client-side canvas compositing

  • 12 hrs to sell out, each drop
  • ~5,000 willows sold
  • 2.1M store visits, 0.05% from paid
  • 75% of traffic from organic search
  • $150 median resale, 21x the $6.99 price
  • $17.2M opening vs. $8M to $10M tracking
  • $519M worldwide box office (Sep 2026)
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