Building an Influencer Campaign Around Authenticity

When Carlos Belcast partnered with Gymshark, the focus wasn’t just on launching a collection. It was about creating an influencer gifting campaign that felt authentic to his identity and meaningful to his audience.

Why Anime Culture Was the Foundation of the Packaging Concept

Carlos’s connection to anime culture is a core part of his brand. Instead of layering it on as a design trend, we used it as the foundation for the entire custom packaging concept. We pulled inspiration from anime mystery boxes and collectible culture to create something that felt instantly recognizable to fans.

Designing a Custom Packaging Experience That Drives Engagement

The result was a fully custom, anime-inspired packaging experience that felt nostalgic, immersive, and built for fans. From structure to visual details, every element was intentionally designed to create a branded unboxing experience that people would actually want to share, not just open and move on from.

Turning Unboxing Into Organic Social Content

Because the packaging tapped into something culturally relevant, the unboxing moment became more than a product reveal. It became content. This is where influencer marketing strategy meets real impact: when recipients naturally want to post, share, and engage.

The Power of Creator-Led Brand Collaborations

By aligning packaging design with creator identity, the campaign extended beyond the product itself. The packaging reinforced the story, strengthened the connection with the audience, and elevated the entire launch. With Happy Box acting as an extension of the brand team, the result wasn’t just a box. It was a fully thought-through experience that made the collaboration feel cohesive, intentional, and worth sharing.

Want Unboxings That Actually Get Posted?

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Not Ready Yet? Start Here

Want to see how influencer gifting actually works (and what it could look like for your brand)? Learn more here.