Freaker had a simple product, so I didn’t try to make it complicated. I edited around the fun, the humor, and the lifestyle people were joining by backing the project. Instead of asking people to fund a product, the video invited them to help build a brand with us, and I followed whatever felt good and funny in the edit.

It spread fast. The video picked up millions of shares, built a grassroots fan base for the brand, and helped introduce Kickstarter itself to a wider audience. It also caught the attention of Shark Tank and earned the founder an episode to pitch the sharks. It’s still my favorite proof that personality can sell a product better than a spec sheet.