In 2020, Deftones wanted to launch a digital campaign to raise money for charities during the Covid-19 pandemic. The idea evolved into Adopt-a-Dot, an interactive experience that allowed fans to purchase one of 12,995 individual dots from the Ohms album artwork for $20 each, with each dot uniquely tied to the visual grid created by artist Frank Maddocks. As Senior Producer, I oversaw the full execution of the campaign, managing UX design, creative development, technical coordination, approvals, and launch delivery.
I coordinated closely with designer Kristina Boudreau, Maddocks' artwork team, and the WEA development group to translate the artwork into a functional grid-based interface where fans could browse, select, and "adopt" a dot. Each purchase supported Crew Nation and the UC Davis Children's Hospital. My responsibilities included defining the interaction model, overseeing asset preparation, managing versioning, coordinating development timelines, ensuring the interface scaled to high traffic, reviewing builds, conducting QA, and preparing the campaign for final deployment.
The campaign raised more than $100,000 for charity, secured press coverage in Kerrang, Loudwire, and Blabbermouth, and generated significant engagement across social platforms and the global Deftones community. Fans shared screenshots of their adopted dots, compared selections, and tracked the board's progression as the artwork gradually filled with claimed spaces. The project succeeded because it connected a meaningful cause with Deftones' visual language, offering fans a sense of ownership and contribution during a time when the world felt disconnected.
HOME PAGE
EXPLORE DOTS PAGE
Credits:
Producer: Matthew Graber
Designer: Kristina Boudreau
Album Artwork: Frank Maddocks
Development: WEA
https://www.deftones.com/adopt