Studio software

OvdjeS.am

2023 · NFC pet tag with companion PWA profile service · digital-physical consumer product

NFC pet tag linking collar identity to a live web profile for recovery and owner contact.

NFC privjesak koji povezuje ogrlicu ljubimca sa živim web profilom za brz kontakt i povratak izgubljenog ljubimca.

This project credentials: Product & software development

Notes from the producer

The interesting part of OvdjeS.am, for me, was doing the boring parts. A film company does not usually keep an EORI number, a customs broker on call, or a registered internet-retail premises, and in a few weeks in early 2023 we needed all three. Tapping a phone to a dog's collar is the easy demo; the real work was the import paperwork, the co-production contract with its profit split and per-unit author fee, and enough print batches to know the tag could be made the same way twice.

I want to be straight about where it landed. We treated the 2023 launch as an experiment, and it stayed one. The larger company we sketched to scale it was never founded, I cannot point to sales that crossed the royalty thresholds, and no outside press picked it up. What is real is the product and the pipeline behind it: a working NFC tag, a live profile service at ovdjes.am, and proof that we can carry a physical-plus-software product from customs desk to shelf. If someone needs that kind of end-to-end build handled, this is the receipt.

- Matija Radeljak

The story

OvdjeS.am answers a small, familiar failure: when a dog slips its collar, the phone number stamped on the tag is often outdated or gone, and the first minutes are the ones that count. The fix Aning Film built in 2023 is a hybrid product. A physical NFC tag rides on the collar; tap it with a phone and it opens a live web profile the owner controls, so the contact details can change without anyone reprinting hardware. A scanned tag lands on a page like ovdjes.am/P6LJ6P, and the site even lets buyers try the pendant on in AR before ordering.

What is unusual is not the idea but the machinery a film production house stood up to make it real. Early 2023 reads less like a pitch deck and more like an import-export desk. A first materials batch was sourced through Alibaba in February, with pre-invoice, payment confirmation and arrival records assembled around 7 February; the next two days produced an EORI request and a signed import disposition for the broker IN TIME, followed by the customs brokerage billing for the NFC-sticker shipment. On 6 March the company opened a registered business premises for internet trade in Zagreb, status "Otvoren." Legal setup, customs logistics, and market work were run in parallel rather than in sequence.

The collaboration was formalised on 25 May 2023 in a co-production agreement that split the work three ways: Aning Film as producer and author side, D3STOOGES3D d.o.o. on visual identity, product design and physical production, and COAX j.d.o.o. as software producer and maintainer, with Hrvoje Brlecic carrying the marketing and media plan. The contract is also where the economics live, defining production, delivery, advertising, maintenance and administration as the cost frame, a 33% co-producer share of net profit, and an author fee of 0.50 EUR per unit sold that drops to 0.05 EUR once cumulative payouts pass 50,000 EUR. A separate market-analysis document sized the Croatian audience at roughly 30,050 to 120,200 potential buyers against a comparable price window of 10 to 50 USD.

The build itself is visible in the files. The brand settled on a dog-in-a-location-pin logo with bilingual scan prompts on the labels; the product moved from early STL bodies through batch-coded 3D-print runs to a final tag geometry, and packaging and inventory spreadsheets were revised across the second half of the year, the marks of a team preparing for repeatable output rather than a one-off prototype.

Honestly stated, the record stops at an experimental launch, which is how the contract itself frames the period. Two things are confirmed on paper: the business premises opened on 6 March and the co-production agreement was signed on 25 May. The rest is open. The planned trilateral company that was meant to hold a scaled version was conditional on success and is not documented as executed, the sales thresholds that would trigger the long-term royalty tiers are not shown as reached, and outside the project's own Facebook and website there is no independent editorial coverage. As a portfolio entry the value is precise: it shows Aning Film running a full service-production pipeline, from customs and legal registration to design, manufacturing and a live software service, around a single consumer use case.

Milestones

2023-02 — First materials batch procured and NFC-sticker import cleared through customs (EORI, IN TIME broker)
2023-03-06 — Registered internet-trade business premises opened for Aning Film d.o.o. in Zagreb (status "Otvoren")
2023-05-25 — Co-production agreement signed, defining product scope, partner roles and commercialization terms
2023 — Brand identity (dog-in-pin logo) and 3D-printed tag geometry iterated toward repeatable production
2023 — Experimental launch of the NFC tag plus companion PWA profile service at ovdjes.am

Outcomes

Internet-retail premises opened — Business space for internet trade registered for Aning Film d.o.o. on 06.03.2023, status "Otvoren".
Co-production agreement signed — Signed 25.05.2023; set product scope, three-way partner contributions, 33% co-producer profit share and per-unit author fee (0.50 EUR, dropping to 0.05 EUR past 50,000 EUR cumulative payouts).
Live product shipped — Working NFC collar tag plus owner-managed PWA profile at ovdjes.am, including in-browser AR try-on of the pendant.
Experimental launch only — Framed as an experimental first phase; planned trilateral scaling company not executed and long-term royalty-trigger sales thresholds not documented as reached.

Credits

Matija Radeljak — Producer and author
Aning Film d.o.o. — Producer and rights holder
D3STOOGES3D d.o.o. — Co-producer (visual identity, product design, physical production)
COAX j.d.o.o. — Software production and maintenance
Hrvoje Brlecic — Co-producer (marketing and media plan)
Andrea Radeljak — Business-space registration

Press & links

Related work: Cjenik.app · The European film calendar