Building The CYLNDR

CYLNDR has all the makings of a cult classic sci fi: The lore, the people, the places they frequent, and the mysterious missing vowels, but in order to distill it all down into a considered collection, we needed to start with story and worldbuilding.

What is the inciting incident? Who are the characters? Where do they live? Where do they go?

Partnering with Design Director, Peter Chlebak, we dug into these core questions to unlock a high level overview of our [fake] film: A sci fi thriller set in a small desert town where a ragtag group of talented misfits witness the appearance of a mysterious UAP. From there, we could root each piece of the capsule within the world; every design decision could have a home, and CYLNDR lore could be embedded throughout.

One of my favorite parts of the process included writing mini scenes to explore how individual pieces might naturally show up. An exercise that was both fun, and gave leadership a quick way to access our imaginary world.

Building the world gave us guardrails to stay within the world and ground every detail.

Seeing is Believing

CYLNDR Studios wanted to create a memorable 2026 time capsule — a mix of uniquely branded merchandise that not only stood out aesthetically and felt true to the identity of the agency, but a collection their team would actually use. I pitched and won the opportunity to concept a cohesive capsule born from the world of The CYLNDR, a film that doesn’t exist. And never will.

The Iconic Line

We needed one. Because whether it’s on the poster or a line of dialogue uttered by the protagonist and destined to be quoted for eternity, every great film has one. “We’re not alone.” “Goonies never say die.” “I’ll be back.” Unforgettable.

But beyond a catchy line, this particular tag needed to be the perfect summation of three distinct elements: The mystery of CYLNDR’s missing vowels, the cylindrical shape of the UAP, and the unique experience of working at an advertising agency. Multiple meanings. One line. Challenge accepted.

Some of our early favorites included “See you on the inside.” and “The unknown takes shape.” After culling through a long list of viable options, we finally settled on a winner:

YOU CAN’T ESCAPE THE SHAPE

If you know, you know.

EARLY ITERATION OF THE DINER MUG

Merch That Makes Sense

While the story at the heart of The CYLNDR lives somewhere in the 80s or 90s, the film itself needed to feel like it could be made today. The pieces needed to feel modern, resembling something you’d find at the A24 or Netflix stores. But nothing should exist simply because it looks cool. Each piece needed to live within the world of TheCYLNDR, or feel like it was born from it:

Diner mugs inspired by dusty roadside diners and coffee-fueled late nights.

A flashlight issued by C.Y.L.N.D.R., a clandestine government agency with a mysterious name.

A matchbook from a rough and tumble desert biker bar, designed to feel like a place you already know — somewhere that feels familiar and personal. (Also the perfect opportunity to sneak in another tag line with multiple meanings!)

Every detail was intentional, with each element tying back to the world of the film and the world of CYLNDR Studios.

The result is a considered and cohesive celebration of CYLNDR’s culture, the people who make the work, and the wild world surrounding us. A world that often blurs the lines between reality and science fiction.