They owned the internet. Now you do.

Creative direction for a Times Square takeover that reframed the permaweb story for a wider audience. The prompt: take a deeply technical primitive and make people feel why it matters.

The story

The dominant story of the internet is one of ownership taken away — platforms own your data, your content, your reach. We turned that on its head. "They owned the internet. Now you do."

What I did

• Set the campaign concept and message hierarchy.
• Art-directed the brand system — type, motion, photography rules, OOH treatment.
• Coordinated with production for Times Square delivery and a digital-first rollout across socials, web, and partner placements.
• Wrote the launch narrative and led copy direction across surfaces.

Why it worked

The campaign avoided the usual web3 trap of selling the technology. Instead it offered a universal idea — ownership — and let the tech sit underneath as proof. People don't buy protocols; they buy a feeling.