THE REVOLUTION NEEDS RULES.

BRAND LEAD

I played a pivotal role in building and creating Gemini's first national brand campaign. This campaign marked our initial foray into advertising, introducing Gemini and cryptocurrency to a broader audience of everyday investors through an above-the-line approach. Our primary objective was to increase awareness of Gemini and generate interest in cryptocurrency.

The core message of our campaign was straightforward: Gemini is shaping the new rules for the evolving world of money. The "Revolution Needs Rules" campaign aimed to evoke strong sentiments regarding the need for regulation in the crypto industry, emphasizing the importance of legitimizing the space so that retail investors could feel confident and secure entering the market.

The campaign was launched nationally in six major cities across the U.S., including New York, Washington, D.C., Chicago, San Francisco, Miami, Los Angeles, and Houston.