Lead the creative and delivery of assets for the $26M launch campaign for crypto cold storage wallet brand, Arculus. 

This campaign stretched over 3 months across television, magazine print ads, programatic digital ads, paid social media, and out of home city take overs of New York and Las Vegas.

The challenge: The launch of Arculus was strategically planned to align with FinTech Conference New York and Money2020 in Las Vegas. As the product development team worked to complete the phyisical product, we had to work in parallel to create the campaign assets. Without the physical product in hand to shoot, we faced many challenges in how this campaign could take shape. To solve this, with the help of our partner animation team we were able to create rendered product assets along with full 60 second commercial spots featuring a series of visuals that spoke to the product and pushed forward the elevated presence of the brand. 

With these hero assets, we were able to produce creative tailored to 5 different audiences. Each auidence aligned with our prior brand strategy work to establish each in their own crypto journey and need for this product. 

My direct role and responsibilities were the art direction and execution of various launch assets such as:

• Over 103+ Animated and static programatic banner ads
• 3 back cover print ads in Wired Magazine
• 1 full page ad in Bloomberg Magazine 
• 1 'spredvatorial' in Wired Magazine
• 1 'spredvatorial' in Bitcoin Magazine
• Over 18 large scale out of home billboards, bus shelters, taxi cab toppers, subway and airport digital billboards. 

To execute the large scale billboards in New York Times Square, I created story boards specific to each billboard for our partner animation team. With their technical expertise and skillset, we were able to successfully hand off all the assets needed per their require specs. 

For the other large scale OOH banners which required less technical speciality in file exports and heavy animations we're designed and exported by me. These include the airport takeovers, bus shelters, taxi cap toppers, The Forum Shops at Caesars Palace, The BLVD, and Harmon Corner. 

I designed and animated all 103+ digital banner ads to reach our 4 audiences with varying images and copy catered for each. 

I designed all printed magazine spreads and covers as a series with varying copy and imagery which ran consecutively from October to December.