When we got the call to pull together a full production—casting, location scouting, and crew—for a shoot less than four weeks away, we knew it would be equal parts daunting and exciting. Over a holiday weekend, we transformed a Brooklyn warehouse into our own custom speakeasy, bringing the now-iconic Bitwise “Interesting” spot to life. I led a nimble, fast-moving team as producer and art director while also overseeing editorial through post.

The campaign proved to be a massive success, launching ahead of a major SEC approval announcement and generating more than 9 million organic social impressions, 14+ earned media stories, and an incredible 1,311:1 return on investment on the ETF’s first day of trading.