The third installment in Apple at Work’s UNDERDOGS trilogy.
Why Crypto with Brian Armstrong
Writer + Creative DirectorCoinbase, Inc.
2023
DIRECTORS
Chris Wilcha
Emmanuel “Chivo” Lubezki
DP
Emmanuel “Chivo” Lubezki
WRITERS + CREATIVE DIRECTORS
Jordan Pories
Esteban Cardona Jimenez
VP CREATIVE
Michael Tabtabai
PRODUCERS
Molly Tanen
Lucia Riera
Patrick Marzullo
EDITORS
Zoe Mougin
Haines Hall
MUSIC SUPERVISOR
Danielle Soury
and MANY MANY MORE
Our first task after joining Coinbase as their first creative team hire in late 2022: explain and justify the existence of all of crypto.
We were at an inflection point for the industry — FTX’s fraud had been uncovered, crypto prices had crashed, the SEC had been caught flat-footed, and the path forward was murky.
So, we decided to put Coinbase co-founder and CEO Brian Armstrong in front of the camera and set the record straight.
Part monologue, part interview, part paper-edit excercise, our simplification and concision-of-message lived on into earnings calls, legal briefs and submissions, and fundamentally changed the way this company talked about itself.
Chivo and Chris Wilcha were incredible partners. It was a dream project.
We were at an inflection point for the industry — FTX’s fraud had been uncovered, crypto prices had crashed, the SEC had been caught flat-footed, and the path forward was murky.
So, we decided to put Coinbase co-founder and CEO Brian Armstrong in front of the camera and set the record straight.
Part monologue, part interview, part paper-edit excercise, our simplification and concision-of-message lived on into earnings calls, legal briefs and submissions, and fundamentally changed the way this company talked about itself.
Chivo and Chris Wilcha were incredible partners. It was a dream project.