web3 experience
I spent a year as Creative Director at a startup in the web3 space and I’m pleased to report that it changed my entire outlook on technology. I’m particularly interested in NFT utility and the impact it will have on the way we interact with creators, IP, gaming and each other.
Most of my work focuses on illustrating complex web3 concepts in a simple, accessible way through visuals and copywriting. This is because I think everyone should have access to the new digital economy or we’re NGMI.
NFT WALLET ios APP LAUNCH
I led the creative and marketing efforts around an NFT Wallet iOS App Launch. My team met frequently with Product and Developer teams to distill the most interesting features and translate them in a way that would resonate with our target audience through email and social campaigns.
A key part of our strategy was offering a limited time in-app claim for a non-transferrable token. This token solidified existing users’ status as a ‘Day 01’ and will be used as a key part of future community marketing efforts via token gated experiences and perks. We used this strategy to reward existing users while simultaneously bringing them to our mobile experience.
Additionally, we planned a robust 30 day giveaway campaign that enticed users to download the app to enter blue chip NFT raffles. We used this strategy to bring new users into our marketing funnel.
I was responsible for all campaign creative, copywriting, email strategy, social strategy and more. I assembled and led a team of designers, illustrators, animators, developers and copy writers to create a cohesive, compelling campaign.
STOREFRONTS FOR ALL LAUNCH
I led creative efforts for a ‘Custom Storefronts for All’ launch on an existing NFT marketplace. I focused the narrative of the campaign on inclusivity and ease of use. This was effective because at the time, almost all marketplaces required creators to be whitelisted prior to publishing an NFT and/or have developer knowledge.
To generate more interest in the launch, we partnered with streetwear brand Pleasures on their first NFT collection. The Pleasures team used our Custom Storefronts feature to launch a three piece digital collection. Our collab was covered by AdAge, Complex, Hypebeast and more for a total of 91MM+ media impressions.
For existing users, I launched an email campaign to drive excitement around the new feature. The email had a 20% open rate and was picked up by reallygoodemails.com, a repository that creative professionals use for inspiration.
WEB3 COPYWRITING
In addition to crafting thoughtful narratives for brand campaigns, I enjoy writing blogs about various web3 topics. Check out some of my past work below.