Fyro T22 Launch

From YouTube idea to $2.9M Kickstarter.

Overview

We helped launch Fyro’s flagship product—T22, a sleek, manly everyday bag—into the world. With nothing but a rough idea, a phone camera, and a tight timeline, we transformed this from a concept into a multi-million dollar Kickstarter success.

This wasn’t traditional. It wasn’t polished. It was scrappy, fast, and fiercely iterative. Just how we like it

Strategy

Build-in-public methodology

Kickstarter creative direction

Kaizen-style iterative production

Launch and ad strategy

Creative testing & funnel refinement

Production

Concept development

Video scripting

Full video production

Pre-launch ad series

Post-launch update videos

Short-form content for

post-campaign traction

Paid Media

Lead generation strategy

Meta media buying

Conversion-driven Creative testing

Email list building & campaign scaling

HOW WE DID IT

Kaizen Video Production

Instead of the traditional “script, storyboard, shoot” method, we used a kaizen approach—shooting rough footage early, editing in sketches, and iterating the entire video step-by-step. This let us rapidly learn, adapt, and build a Kickstarter video that was truly original.

Finding 'that one ad'

We didn’t just guess. We made multiple ad concepts, tested them with small budgets, and doubled down on what worked. Aaron (Fyro’s founder) starred in early videos. Later, we discovered that a short ad starring a female bodybuilder outperformed all others—defying conventional wisdom and showing that authenticity beats assumptions.

Straight to the point

Do hooks matter? This is a version to find out whetehr being direct and to the point yelds better results than trying to put a spin on the story. Respecting the audience's time and attention yelded the best results.

Founder story

What if we begin with a founder story? Would people find aaron relateable and resonate with his story ? would the become fans after seeing one ad?

Audience callout

Most marketing gurus say that audience callouts make for highly converting ads. Not necessarily . After this test we found that audience callouts did NOT improve conversion, in fact the opposite was true. If we do what everyone else does, we dont stand out.

KS Highlgihts

Let's re-arrange Kickstarter assets to make teaser ad to drive more signups. the cost- half a day of editing. potential upsides - unlimited

Conventional wisdom

Use your customer avatar in the advertisement so that they'll think "oh he's jsut like me" - this man in the video is exactly the kind of person we were marketing towards. Conventional wisdom was not correct.

Do the opposite

Make an ad around what your customer avatar will pay attention to. This ad had the best cost per converion of the entire campaign.

Build-In-Public
= Buy-In-Early

Years before the launch, Fyro’s story began on YouTube. Aaron openly shared every step of product development, creating a community that felt personally invested. This long-term strategy meant that when the Kickstarter went live, there was already a loyal, hungry audience ready to buy.

From Launch to Legacy

Kickstarter raised $2.9 million. But it didn’t stop there. We created post-launch update videos to keep backers informed. We documented the manufacturing process, released a 20-minute mini-doc from inside the factory, and helped turn backers into lifelong fans.

RESULTS

Company
Launched

$2.9M+ raised on Kickstarter

Built a massive email list through paid lead-gen

Meta AI placements outperformed manual targeting by 30%

Unconventional creative (female-led ads for male-targeted product) became top-performers

Created a loyal, vocal community who became true brand advocates

A small green tree growing out of ground.jpg

Ongoing Growth

Today, Fyro is building new products and separating the brand from its founder with fresh, founder-free video content. Two new product launches are already on the horizon—and we’ll be behind the camera for those too.