gemini cryptocurrency launch campaign



I hit the ground running at the beginning of 2019 with a massive OOH campaign targeting NYC's wall street district for Gemini cryptocurrency. The creative was extensive consisting of an over-sized building wrap in the heart of Wall Street, half car subway trains, taxi toppers, phone kiosks, bus wraps and last but not least, a full-page ad in The New York Times. Working in collaboration with the creative agency Giant Propeller, I teamed up as the lead graphic designer and production supervisor for this high-profile, hugely ambitious campaign for Cameron and Tyler Winklevoss. Since the theme involved the future of currency, the challenge was to develop and design large format American and French revolutionary-era imagery in the style of money, otherwise known as “etching.” Replicating this technique proved to be the most challenging – and ultimately rewarding – aspect of this epic campaign. No detail was spared when it came to nailing this for the client – despite the tight timeline, the complexity of the designs, and the massive scope.