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The third installment in Apple at Work’s UNDERDOGS trilogy.




Why Crypto with Brian Armstrong

Writer + Creative Director
Coinbase, 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.






© Jordan Pories

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