Bitwise
Campaign direction
December 9, 2025 · NYSE Arca
A fund that changes every month.
I set the creative direction with our CEO and head of creative. I owned the 3D campaign system. Ptarmigan extended it into paid media and Times Square. BITW uplisted as an exchange-traded product for financial advisors and retail investors.
Role
Campaign design
3D and rendering
Motion templates
Agency direction
Team
Head of design
Head of creative
Growth marketing
Ptarmigan
BITW holds ten leading crypto assets and rebalances every month.
Creative direction
One form
I explored shifting gradients and modular grids first. They felt active, but they never became a form you could recognize.
I kept the motion and built a dimensional form from repeated units that gather, separate, rotate, and move. The composition can change and still read as one fund.
Building the system
Room to adapt
I made the 3D asset, renders, campaign imagery, and motion templates with the head of design, across roughly ten formats.
Consistent / across formats
- 01 /Prominent ticker
- 02 /Campaign typography
- 03 /Direct headlines
- 04 /CTA treatment
- 05 /Required disclosures
Flexible / response
- 01 /Graphic formation
- 02 /Crop and scale
- 03 /Message length
- 04 /Information density
- 05 /Format proportions
- Convention
- A prominent ticker identifies the fund.
- Response
- The form expands, compresses, rotates, or crops to fit the frame.
- Density
- Small formats make one point. Print and web carry the holdings and required disclosures.
Across channels
Same rules
The amount of detail changes with the format. The rules stay the same. I gave Ptarmigan those rules and directed the Times Square revisions.
Impact
Results
BITW was a top-performing Bitwise product campaign, at roughly 10× the engagement of comparable launch posts. Later paid media reused the hierarchy, ticker treatment, disclosures, and motion. Six posts from Bitwise and Avalanche went out to each asset community. The main launch post reached 509K views. The XRP post reached 372K.
Public engagement captured October 2026.
Selected launch posts
