ArDrive × NFT.NYC: Be Unruggable
A city-scale brand activation that bridged product, brand, and community at NFT.NYC.
Creative direction for a city-scale moment at NFT.NYC that bridged brand, product, and community — under one promise: be unruggable.
The brief
Show up at NFT.NYC in a way that didn't look or sound like everyone else there — and that paid off ArDrive's actual value: permanence. Most of the things on display that week were mortal. We weren't.
What I did
- Defined the concept — "Be Unruggable" — as both a campaign line and a product proof point.
- Art-directed the visual system: type, color, photography, OOH, and merch.
- Designed the on-site activation experience and the digital tie-ins (web, social, content).
- Worked with the product team to release a moment-specific feature alongside the campaign.
What I'd do next
- Carry the "unruggable" frame into evergreen brand tooling — not just campaign moments.
- Tighter loop between activation and onboarding metrics for follow-up cohorts.