Original Productions (OP), the non-scripted label under Fremantle, has collaborated with Web3 media innovator Stuff.io to launch its latest documentary project, How The World Went Ape$h!t, directly on the blockchain. The film marks OP’s first major U.S. release delivered as a fully ownable digital asset, departing from conventional distribution channels in favor of Web3-native models.
Directed by Sharon Bordas and produced by documentary veteran Jeff Hasler, the feature-length film narrates the turbulent journey of non-fungible tokens (NFTs), presenting their rise and subsequent fall through a unique lens—that of the NFTs themselves. The documentary blends satire with social commentary, using both fictional NFT characters and real-life interviews to explore the cultural frenzy surrounding the crypto art movement.
The narrative begins with the launch of the Bored Ape Yacht Club in 2021, a moment that triggered an unprecedented wave of digital asset speculation. According to the production team, the NFT boom was driven by an explosive mix of financial ambition, creative experimentation, and aspirational idealism. Prominent figures from the entertainment and finance worlds quickly embraced blockchain and cryptocurrency, further amplifying the trend. The film captures these developments through the perspective of those who were immersed in the phenomenon, shedding light on both its promise and pitfalls.
OP stated that the distribution strategy for How The World Went Ape$h!t was chosen to reflect the very revolution in ownership and access that the film portrays. By partnering with Stuff.io and utilizing its Verified Digital Origin (VDO) technology, the film’s release is designed to challenge conventional entertainment models. Viewers will receive a verifiable, ownable version of the documentary, enhancing both their experience and their ability to engage with the content in a lasting way.
From the perspective of Original Productions, this approach represents a bold step in audience engagement. Hasler emphasized that the project allowed the company to explore uncharted territory, giving fans not only access to the film but also a form of ownership that extends beyond passive consumption. This model, they explained, also creates a direct, enduring connection between creators and audiences.
Stuff.io echoed this sentiment, highlighting that traditional entertainment consumption has largely limited fans to renting or streaming content without actual ownership. Through the blockchain-enabled Stuff.io platform, the company aims to fulfill the original Web3 promise—empowering users to truly own what they purchase while ensuring that creators benefit from secondary sales and long-term audience interest.
How the World Went Ape$h!t tells the twisted tale of the rise and fall of the NFT—from the point of view of the NFTs themselves.
Join the Whitelist to own the film! Link in bio. #howtheworldwentapeshit #web3media #ownyourmedia @stuff_io pic.twitter.com/jw91DVV6YV
— Original Productions (@OriginalProds) July 10, 2025
The partners involved pointed out three key impacts of this initiative: enhancing creator equity by generating continuous revenue from owned content, granting consumer freedom to watch, trade, or keep digital assets indefinitely, and leveraging blockchain transparency to provide clear ownership records, thereby adding scarcity and collector value.
How The World Went Ape$h!t is produced by Original Productions and Mindshow, alongside AKSinger Media, LLC and Full Mint Films, LLC. Its exclusive availability on Stuff.io positions it as a pioneering Web3-native release, where decentralization and digital ownership are central to the viewing experience.
Stuff.io, the host platform, is known for enabling secure, decentralized access to digital media assets such as films, books, and music. Its technology supports consumer rights and creator revenue, offering a marketplace where buyers can purchase, resell, or gift digital content while maintaining encryption and provenance.
This venture signals a possible shift in how media can be experienced and owned, opening a door for filmmakers and audiences alike to redefine the relationship between creativity and consumption in the digital age.