How The Serif Got Shot is a series of five collectable sets aimed towards those with a love of whimsy, type, and antiques. Each individual set is one of the five ‘W’s; who, what, when, where, and why. Each ‘w’ has it’s own personality and illustration to set it apart from its counterparts. The ‘who,’ a goose. The ‘what,’ a history. the ‘when,’ a summer night. The ‘where,’ the historic Moulin Rouge. The ‘why,’ a tale of deceit. all five w’s work together to illustrate the tale of how; and once a collector possesses all five sets the story is complete. The package itself is an item of luxury, engaging the consumer in as much of an experience as the product it holds. The idea is to get the consumer excited about the entire product, as it is not just an item one buys to place on a shelf, but a kind of quest or journey. One is challenged to collect all five to receive all the information that brings them to the climax of the story, and it is then their job to use what they have learned to reveal ‘How the Serif Got Shot,’ and create the perfect ending. However the challenge does not end there, as the consumer is prompted to share their journey on social media to enter a sweepstakes. Overall, How the Serif Got Shot is really an experience more than a collectable; a collectable experience if you will.