In 2021, the NFT space experienced an explosive surge in popularity. Billions of dollars were being exchanged daily through auctions and secondary market trades. Interestingly, much of this activity centered around NFTs that lacked any real functionality—often just static images with no underlying utility. It was a remarkable and somewhat chaotic time in the digital art world.

Caught up in the excitement and driven by a sense of FOMO, I decided to dive into the trend. I turned to ZBrush and developed a concept I called the "Lama Tribe"—a collection of stylized 3D llama characters. At that time, it was rare to see NFT collections presented in full 3D, which made the project stand out visually. I began with five unique characters, aiming to build something distinctive and creatively rich.

However, despite the strong artistic foundation, I quickly realized that I lacked one critical element: marketing. Without a clear promotional strategy or expertise in building hype, my attempts to gain traction through Discord and social media were short-lived. Understanding my limitations, I decided to pause the project.

Shortly after, I collaborated on a new project with an investor who brought a full-fledged marketing team, influencer connections, and a healthy cash flow. It was during this experience that I truly grasped the power of strategic promotion. I witnessed firsthand how even non-functional digital products could be turned into massive financial successes through well-executed marketing efforts.