Base / Coinbase

One major campaign focused on turning product and referral mechanics into a more human proposition.

Instead of communicating trading only as a technical product feature, the campaign centred on participation, connection and shared value.

I worked with the creative team across concept development, visual direction, campaign assets and motion execution, creating a flexible campaign language that could move between product communication, social content and wider regional storytelling.

Base App communication became another important layer of the regional system.

The creative work translated product functionality into concise, visually engaging stories around wallet, trading, feed, mini apps, referral behaviour and ecosystem products.

Rather than treating the interface as a technical object, the campaign creative placed the product inside human, cultural and lifestyle contexts.

The creative system also had to work physically.

For a regional activation rollout spanning five locations, I helped develop and direct the visual execution across campaign materials, promotional assets, printed collateral and event environments.

The work included coordinating visual requirements for each activation and helping ensure that photography, video and physical campaign assets felt part of the same Base system.

I also contributed to the concept and production direction of supporting campaign film content, including location-based and drone footage used to establish recognisable environments.

Base’s regional ecosystem also included builders, founders, creators and communities.

The role of design here was different from a consumer campaign.

The visual system needed to communicate opportunity, credibility and participation while remaining flexible enough to support application periods, program updates, events, speakers, winners and community storytelling.

Motion was not treated as a separate add-on.

For selected campaign work, I developed concepts and helped direct cinematic and AI-assisted video production, combining campaign thinking, visual direction, location imagery and post-production into short-form branded stories.

The strength of the project was not any single visual.

It was the ability to create a system that could stretch across product, campaign, community, physical activation and motion while still feeling like one Base experience.