Every year, we challenge ourselves to create a holiday project that stretches our team’s creative abilities.
Not in a “let’s add more work to an already busy season” way, but in a way that brings every corner of Posture together around a shared idea. No client constraints. No real-world limitations. Just a collective mission to build something joyful, weird, and ambitious. A chance to step into a fantasy land and create like kids again.
This year, that idea became The Wonder List.
Toys felt like a natural fit for the holidays. They’re nostalgic, imaginative, and deeply human. We all still have a nerdy kid inside us, and this project gave us permission to let them lead. We reimagined Posture as a toy company, with The Wonder List as our highly anticipated annual publication. Think a modern take on the Sears Wish Book or the Toys “R” Us catalog.
From there, our design team dreamed up a lineup of lovable misfits. Toys that felt familiar, but just a little off in the best way. Each one came with its own personality, brand, packaging, and even the look of the physical product itself.
The campaign quickly grew into something bigger. It included a mailed catalog, a custom website, a nostalgic video series, an interactive way for anyone to join the fun, and enough digital content to become almost annoying on social media. From short-form social media video production to longer-form storytelling, video content played a central role in bringing the world of The Wonder List to life.
Behind the scenes, the timeline was tight. Like every year, we were deep in the work of making holiday magic for our clients, which meant our own project naturally landed at the back of the line. Somehow, that pressure always sharpens collaboration. It forces focus, builds trust, and pushes teams to move fast together.
AI played an important role, but not in the way people often assume. It didn’t create the project. Instead, it powered the digital Toy Lab, an interactive experience that invited the public into the fun. Anyone could dream up their own toy and see it instantly visualized without needing design, rendering, or technical skills. With our development team’s expertise, AI became the engine under the hood. It was artistically trained and seamlessly integrated into the custom website we built to support the vision. The result was participation, creativity, and delight at scale.
Our web team built the full experience, from browsing toys like a catalog to designing your own creation from scratch. The video team leaned all the way in, filming infomercial-style commercials for each toy. To achieve an authentic vintage feel, they recorded the footage to VHS tape before converting it back to digital, embracing tactile imperfections over digital effects.
Holding it all together was content strategy. Tone, humor, and storytelling were never afterthoughts. They were the glue. Every touchpoint lived in the same world, spoke the same language, and reinforced the same sense of playful possibility across web, video, and social media.
Partway through the process, we asked ourselves a familiar Posture question: what if this didn’t just live on a screen? That question led to the Creative Cube Ball, our physical, Magic 8 Ball–inspired artifact. A real object pulled from a digital universe and shared as a gift with a few lucky participants who engaged with the Toy Lab.
At its core, The Wonder List is a reminder of the power of a simple idea and what can happen when a creative team brings it to life across design, development, video, content, and strategy.
So the real question is simple: what could we create together?
