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"PIVOT PIVOT PIVOT"
At Crypto.com, I turn business priorities into creative campaigns that connect with audiences and drive growth across brand, partnerships and product marketing. From bringing our global F1 parntnership to life,
to launching products and creating high-impact brand experiences, I work across strategy, concept and execution to build campaigns that earn attention and moves the business forward.
And as the way the business evolves, so does the way I work. Using emerging AI tools to accelerate ideation, production and scale, while building new creative systems that enable non-creative teams to do even more.
MAKING A BRAND FEEL BIGGER THAN THE MEDIA BUY
What happens when an OOH idea doesn't need an OOH placement?
I created a series of Faux OOH executions designed to look and feel like real-world brand activations then distributed them across social that blurred the line between advertising and content - giving people something unexpected enough to stop, share and talk about.
In this series we "took over" cities where F1 Grand Prix races are being held to drive engagement and hype before the races begin. This series resulted in one of Crypto.com's best performing organic social content.
MAKING THE COMPLEX SIMPLE
Working across Crypto.com's product marketing initiatives and product launches, I translate complex products, features and propositions into simple creative narratives - building campaigns and collateral assets that can move from strategy through to market.
I work closely across product, marketing and creative to turn product objectives into work that is clear
and built to drive action.
FROM CREATIVE OUTPUT
TO CREATIVE INFRASTRUCTURE:
BUILDING AI SYSTEMS FOR CREATIVE EFFICIENCY
As the demand for marketing content grew, so did the demand on creative teams. Crypto.com's business needs moved at a rapid pace and internally, AI adoption was highly encouraged. Beyond adapting to new business needs by learning and utilising AI tools into my everyday workflow, I also saw an opportunity to use AI to solve a different kind of creative problem: How do we enable more people, including non creatives, to create without compromising brand consistency?
I then developed an AI-powered self-serve marketing tool that allows non-creative teams to generate and adapt approved marketing templates and assets within established brand guidelines, allowing everyone to work more efficiently whilst retaining brand consistency.
Today, 100% of our marketing collaterals are created in-house utilising various AI image and video generation tools. We're constantly learning, experimenting and pushing the way AI can be used in our workflow whilst retaining a certain level of creative standard.
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