Welcome to Created, the newsletter that’s hotter than summer in NYC.Here’s what we got for you today:
- Why Wallace & Gromit’s studio is betting on TikTok
- How a $5 sledding game went viral on Instagram
- Best YouTube thumbnails of this week
How This $1B Studio Re-invented Itself on TikTok
If you grew up in the ’90s or early 2000s, there’s a good chance you watched Wallace & Gromit or Chicken Run.
The studio behind those hits, Aardman, raked in over $1 billion at the box office and pioneered the genre “clay animation.”
But after losing millions on recent flops like Lloyd of the Flies, Aardman is turning to TikTok to test ideas before turning them into movies.
From Big Studio to Scrappy YouTuber?
Instead of guessing what audiences might like, Aardman now tests characters by making mini-animated videos on TikTok.
Their characters that get traction get green lit for bigger productions — with a built-in fanbase already waiting.
Or they test older characters, like those in the 1990’s hit Creature Comforts, which led to 1M+ views and fans calling for a reboot.
Crowdfunding Might Be Next
Rather than relying solely on networks like BBC (which funded the studio for years), Aardman wants to invite fans to directly invest in new characters and shows.
The upside? More ownership. More flexibility. And a stronger connection with the people who matter most.
Our Take
Aardman is doing something few legacy studios have the guts to try: launching new IP in short-form, community-driven spaces before scaling it into million-dollar productions.
It’s a smart bet — and not without precedent.
Indie studio American High used TikTok to test storylines and tone before landing a Hulu deal.
Meanwhile, studios like Fox Animation clung to old models — and folded after flops like Titan A.E.
If short-form prototypes lead to better, cheaper, fan-funded films, Aardman’s model could redefine how animation survives in the digital age.
$200,000 Side Hustle: How A Silly Game Took Over Instagram
A faceless game developer started posting videos of how he was building a cozy sledding game on a brand-new Instagram account.
Six months later, things took off:
- Nearly 400K followers on Instagram
- Over 80,000 Steam wishlists
- A plan to sell the game for $5
If even half of those wishlists convert, that’s a $200,000 launch…for a game that started as a hobby.
Here’s why it’s working:
Build With Your Audience
Sledding Game wasn’t just built in public — it was built with the public.
The solo dev posts near-daily updates to his 3399K Instagram followers, sharing ragdoll bugs, character designs, and features mid-build.
But he doesn’t just show the work. He lets fans shape it. He asks for feedback, ideas, and critiques.
In one reel, a follower suggested adding a cluck sound when curling stones hit each other. The next day? It was in the game.
When fans demanded a polar bear character be added, the developer listened and built it into the game.
Our Take
Like other public-built hits (Slay the Spire, Valheim), Sledding Game thrives off looped input: followers suggest features, see them implemented, and champion the results.
That creates not just players, but evangelists.
🎯 Weekly Roundup: Thumbnails
Here’s why we love these YT thumbnails. Hopefully, they inspire your next one.
- Before-and-after shot makes you wonder how a chili pepper turned into a bonsai (Boxlapse)
- Clear graph with a sharp “dip” shows struggle and growth in one glance (Aprilynne Alter)
- Tower of hot dogs + deadpan expression stops your scroll (Babish Culinary Universe)
- Milk brand lineup + “a lot of milk” makes you curious about his verdict (Ethan Chlebowski)
🚀 Weekly Outlier
This video by golfcart has 1.2M views, which is 8.3 times higher than the channel’s average. Here’s why it took off:
- Famous Subject, Fresh Story: Covers one of the world’s biggest streamers with a fresh origin story.
- Narrative-First Approach: Focuses more on story than stats or spectacle.
- Emotion + Hype: Blends chaos, ambition, and global fame into one irresistible story.
💰 Job Board
- Purpose Made Podcast is hiring a channel manager
- Ryan Schrope is hiring a creative director
- AstroKobi is hiring a 2D animator
🏆 The Created Referral Program
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Refer 1 friend: you’ll get my Infinite Ideas book. It’s my 8 best tips to find viral ideas for your next upload.
Refer 5 friends: you’ll get my Top 50 Thumbnails book. It includes a detailed breakdown of why they work so you improve your packaging.
Trust me, these books are packed with more tips than most paid courses.
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– Jon
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