Crypto, decrypted
Bitwise is the world’s leader in crypto index funds. As creators of the world’s first crypto index fund, they made investing in this new asset class more accessible for everyone. We launched the brand with a campaign proving that this new asset class doesn’t have to be overwhelming. Because having someone to guide you goes a long way toward peace of mind.

Clearly communicating the father-in-law’s disapproval of the young man’s lack of knowledge, not the asset class he’s considering, was a big point of discussion. I think his withering stare pulls it off nicely.

Shutting down part of LA’s Union Station for this spot was fun., since everyone can relate to being a stranger in a strange land. The feeling of being overwhelmed with new information lends itself to a lot of familiar scenarios. As the brand develops there will be a lot more stories to tell.