Role

I led creative direction for CoinTracker’s ‘Free Yourself’ campaign. I shaped the art direction across three distinct set designs, each tailored to a persona, and incorporated crypto props and easter eggs to subtly reinforce the brand. I also established the campaign’s visual identity, creating a cohesive look across social media and paid display.

 

Insight

People turn to crypto for autonomy and the freedom to build lives beyond conventional boundaries. Yet tax season can pull them back into financial anxiety and bureaucracy. For crypto holders, that anxiety is about more than money: it consumes time and mental bandwidth, limiting their freedom to live on their own terms.

 

Idea

The 'Free Yourself' campaign positioned CoinTracker as a path from tax anxiety to relief and liberation. We developed hyper-specific narrative scripts and scenarios for distinct personas, including a Gen Z rock climber, a millennial dad, and a Gen X cowboy with a slight tea obsession. We extended the creative system across high-converting YouTube videos, engaging social assets, and direct-response paid display banners.