Cinder
We Are Social Original · 2022 · Role: Executive Creative Director
An original virtual character streaming on TikTok, Twitch and Instagram, and the agency’s sandbox for live streaming, motion capture and virtual production. What we learned changed what the agency could do, and who it hired.
Watch her on TikTok (the older stuff is the most fun) and Twitch.
How do you get an agency good at live streaming before a client asks for it?
Cinder is fully synthetic. Less polished brand influencer, more a digital being figuring out her own existence, live, across social platforms.
Over time her storyline turned into a plan to escape her home, a nicely rendered apartment in Singapore’s Tiong Bahru neighborhood. It led to real team debates about whether a character made entirely of pixels should be allowed to have a bad day on stream.
The idea
We built Cinder to live in internet culture, not visit it.
No static 3D renders, no pre-recorded clips. She worked like a real streamer: chatting live with followers, reacting to comments and keeping her story going across platforms.
What I did
Created Cinder as an R&D engine to push the agency into live Twitch production.
Used her to build in-house skills in virtual personas, real-time motion capture and digital creators across Asia-Pacific.
It worked: we hired specialist talent and grew production into 3D pipelines, real-time animation and AI.
Not bad for someone who doesn’t exist.
Want to talk about work like this?
Email me or find me on LinkedIn.