Bitwise Is Interesting
Head of Business Development
Bitwise Asset Management // FinTech & Crypto Product Launch Campaign, Director Sourcing, Contract & SOW Negotiation, Creative Development, Broadcast Production, Social Adjacent Rollout, Post-Production, Earned Media
Viral ETF Launch Campaign
Challenge & Leadership
Bitwise Asset Management needed to stand out fast as the SEC neared approval of its spot Bitcoin ETF, facing a crowded field of legacy financial firms and crypto rivals launching at the same time. I brought in the partnership and ran the project start to finish, delivering a multi-spot broadcast campaign starring Jonathan Goldsmith ("The Most Interesting Man in the World") in just four weeks.
My Role: Through a previous, trusted relationship, I brought in this project for Studio City, who had never worked with a technology, tech or Crypto client before. I led the entire process and developed the win-theme with the main decision makers, start to finish. During the pitch, it was critical that the right Director was sourced and pitched to the client. My first pick, and someone I have worked with on numerous occasions in the past, helped to secure the project. I led the entire process and engagement under high-stakes timing constraints including the MSA, SOW and final budget sign off.
Rapid Pre-Production Management: Mobilized and assisted with the production pipeline over a two-week holiday window, overseeing location scouting across New York City, storyboarding, animatics, and high-profile talent sourcing. Fully involved with creative and logistics communications with the clients to push through faster decision making including sign off on a Brooklyn studio stage, pre-lighting day budget approval, and set construction change orders.
Results
$400M+ in inflows on the first day of trading.
1,311:1 ROI on day one of ETF trading.
#1 Fund Flow Position: Bitwise captured the largest share among 11 competing funds during an industry inflow surge of over $4.2 billion in January 2024.
9M+ organic social media impressions, including over 7 million impressions on X (Twitter).
14+ Earned Media Features: Covered extensively by The Wall Street Journal, Forbes, and Yahoo Finance with zero allocated PR spend.
Successfully secured and delivered the largest broadcast production budgets in the company's 30-year history while expanding into a new category of work.
Immediately developed new opportunities with the client that has lead to additional revenue for the 2nd campaign (3 months later) along with landing digital marketing services revenue stream and client handoff even after departure.
