Droptics
Eye drops for gamers, built from nothing, then into Walmart, Target, and a $100K tournament with IShowSpeed and Jynxzi.
Droptics is the eye-care company I co-founded and led as CMO from launch through 2026. No category permission, no legacy, no budget for “awareness.” We built the brand to feel like performance gear instead of medicine, made creators owners instead of billboards, and took it from a laser-lit photo shoot to national retail. I led the creative from identity through film, campaigns, the retail creative system, and the creator relationships, and I designed the product and packaging myself, working directly with the manufacturers on the bottle, the clip, the carton, and the print.
Campaign & ad films.
Short-form ad films spanning brand mood pieces and a credibility-building doctor series. Tap to play with sound.
Owners, not billboards.
IShowSpeed (43M subscribers, and Rolling Stone’s most influential creator of 2025) invested in Droptics and brought in Jynxzi. I art directed the creator system so the talent and the brand share one visual language: the HUD frame, the lime, the lightning eye. Then we built the Droptics Invitational around it. Tap to play.
The Invitational, cut for the feed.
The $100K Droptics Invitational promo, built for TikTok and Reels. Tap for sound.
The look, in the wild.
Laser-editorial product photography that set the brand world. The same language carries from hero shot to ad to PDP.
Built to survive a Walmart endcap.
The same system that looks like a rave on Instagram had to pass as an OTC drug at a national retailer. Drug Facts panels, claims, barcodes, ingredient callouts, and a PDP that converts. It shipped to Walmart, Target, and Urban Outfitters with the lightning intact.
Packaging system.
A clinical category with zero personality.
Eye drops are a commodity. White bottles, blue boxes, pharmacy sameness. Nobody had built a brand for the people who strain their eyes hardest: gamers, creatives, anyone who lives on a screen.
The job was to build something that felt like performance gear rather than medicine, and to do it credibly enough to earn trust in a health category.
Treat eye care like a performance brand.
I put Droptics where gaming culture and clinical credibility overlap: electric on the surface, precise underneath. Every decision, from the lightning mark to the laser-lit photography, points back to one word, focus.
As Co-Founder and CMO I set the creative direction and the commercial strategy at the same time, so the brand was built to sell from day one instead of being decorated after the fact.
We didn’t rent influence, we recruited owners. IShowSpeed invested, then picked up the phone and brought in Jynxzi. That changed the shape of the launch: creator spots, a Walmart run-in on tour, and the Droptics Invitational, a $100K Fortnite tournament with 100 creators, hosted by two of the most-watched streamers in the world.
Lasers, neon, and a lightning bolt.
The signature is laser-editorial: a near-black field cut by beams of acid-green light, with the product as the hero. A custom lightning-bolt eye mark and a sharp, technical display face give the brand something recognizable across packaging, web, and film.
The palette, electric green on black, is ownable and hard to miss on a shelf, and it scales from a 5 mL bottle to a full-bleed campaign frame.
Build a brand that feels like performance gear, then make it sell.
$2.5M in year one. 15,000 doors in year two.
A category nobody thought needed a brand. Now a $2.5M first year, 15K points of sale, and one of the most-watched creators in the world as an investor.
Droptics is the whole job in one brand. Originate the idea, art direct every pixel, make creators partners instead of ad buys, and get it barcoded and onto a Walmart shelf without sanding off the edges. I’d always suspected taste and commerce were the same muscle. This is where I found out for sure.