Bitwise
Campaign direction
July 23, 2024
Ethereum for financial professionals.
I led the creative direction in studies with Bitwise’s creative leads and built the prism for the New York Stock Exchange launch.
Role
Creative direction
Design
3D and rendering
Microsite motion
Team
Head of design
Head of creative
Growth marketing
NYSE production team
Ethereum is easy to recognize. I needed it to feel familiar without using that branding, and to stay legible as a financial product.
Creative direction
The prism
I started from Ethereum’s geometry and left its visual language behind. I modeled the prism and the glass by hand in Blender. The renders ran across the launch, including a loop for the microsite.
At the NYSE
On the building
I designed the exterior banner and every interior asset. It had to stay legible at building scale and on screens with different proportions.
Across the archways
One scene
I designed the environmental assets. The NYSE team handled final production and installation.
Beyond the building
Social
I directed the social and educational work with growth marketing.
Reception
Response
Launch coverage and community posts carried the installation past the exchange.
Launch inflows
$204.0MFirst-day inflows / July 23, 2024Bitwise launch post
482K+ viewsIntroducing ETHW / July 22, 2024NYSE banner post
420K+ viewsBanner installation / July 25, 2024Reddit advertising
90% aboveReddit CTR benchmark / Initial 2024 runCreative
Audrey Woodward
Direction, design, 3D
Microsite motion
Production
New York Stock Exchange team
Environmental production and installation