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.
AMERICA <3 CRYPTO
Writer + Creative DirectorCoinbase, Inc.
2023
WRITERS + CREATIVE DIRECTORS
Jordan Pories
Esteban Cardona Jimenez
STRATEGY
Gareth Kay
VP CREATIVE
Michael Tabtabai
PRODUCERS
Julie Gursha
Caitlin Killorin
Molly Tanen
Lucia Riera
Devon Plotkowski
PHOTOGRAPHY
Harrison Ford
DESIGN SYSTEM + MOTION IDENTITY + FILMS + OOH
DIA Studio
MUSIC SUPERVISOR
MAPS Music Portland
WEB DESIGN + DEVELOPMENT
MAKE ME PULSE
TRUCK + CAN DESIGN
Vivian Yang
Ryan Prinz
TRUCK + CAN NFT 3D
Peter John Kearney
and MANY MANY MORE
When you really get down to it, there’s nothing controversial about crypto. 52 MILLION people still own it in America alone: that’s more than use Spotify, or Lyft/Uber, or even watch primetime football. Most Fortune 100 companies have teams working on it. It’s not a scam, nor about getting rich: it’s simply a technology that lets your money move as fast as your DMs do.
But most laws about money were written in the 1930s — and none of them define or apply to crypto. Nobody knows which laws apply to what. Imagine being a lawyer at a company like PayPal, who wants to use crypto to move money instantly. You’re gonna pop 3 tums and say Sorry, But No.
America is the only major country with this problem.
So the day the head of the SEC testified to Congress about why he’s screwed up so badly, Coinbase went to Capitol Hill to tell regular people’s side of the story: 40 crypto founders met with dozens of members of Congress, and we armed them to the teeth with information to show just how NORMAL this all is.
But most laws about money were written in the 1930s — and none of them define or apply to crypto. Nobody knows which laws apply to what. Imagine being a lawyer at a company like PayPal, who wants to use crypto to move money instantly. You’re gonna pop 3 tums and say Sorry, But No.
America is the only major country with this problem.
So the day the head of the SEC testified to Congress about why he’s screwed up so badly, Coinbase went to Capitol Hill to tell regular people’s side of the story: 40 crypto founders met with dozens of members of Congress, and we armed them to the teeth with information to show just how NORMAL this all is.
The third installment in Apple at Work’s UNDERDOGS trilogy.
“ESCAPE FROM THE OFFICE”
Writer + Lead CreativeAPPLE, INC.
2022
DIRECTOR
Mark Molloy
DP
Kenji Katori
STORY + SCREENPLAY
Jordan Pories
Esteban Cardona Jimenez
GROUP CREATIVE DIRECTOR
Evelyn Neill
Josh Swanbeck
PRODUCER
Kyle Hill
EDITOR
Neil Smith
Stewart Reeves
MUSIC SUPERVISOR
Peymon Maskan
Jonathan Wellbelove
TITLE + MOTION DESIGN
Jordan Pories
Esteban Cardona Jimenez
BETTERBAG IDENTITY
Victor Clementé
VFX
Glassworks
and MANY MANY MORE
The Underdogs are back in business — as in, small business. Escaping from their evil boss’s clutches, the team finds out how to spin an idea into a product, and a product into a company. It’s a journey fraught with email and conference calls and birthday cakes and ballet recitals. Hires from halfway around the world, and a 14-year-old that just might take over the world. And a garage with an odor that — well, you get the picture.
The third entry in Apple’s “Underdogs” series, the nearly nine-minute film tore through the internet, earning coverage in Bloomberg Businessweek, CNN, Fortune, Inc., and more.
It won Apple its first-ever Film Grand Prix at the Cannes Lions festival, and is included in the MoMa Permanent Collection.
The third entry in Apple’s “Underdogs” series, the nearly nine-minute film tore through the internet, earning coverage in Bloomberg Businessweek, CNN, Fortune, Inc., and more.
It won Apple its first-ever Film Grand Prix at the Cannes Lions festival, and is included in the MoMa Permanent Collection.
Cannes Lions Film Grand Prix
Cannes Lions Gold — Direction
Cannes Lions Gold — Writing
Cannes Lions Silver — B2B Craft
Cannes Lions Silver — Casting
Cannes Lions Bronze — Editing
D&AD Pencil Silver — Script
D&AD Pencil Bronze — Casting
D&AD Pencil Bronze — Concept
D&AD Pencil Bronze — Direction
D&AD Pencil Bronze — Editing
Vimeo Staff Pick of the Year — Branded Content
One Show Gold — Writing
One Show Silver — Brand-Side Campaign
One Show Silver — Branded Entertainment
One Show Bronze — Brand-Side Film
Ciclope Gold — Writing
Ciclope Gold — Editing
AICP Post — Best of the West
AICP Post — Editing
Cannes Lions Gold — Direction
Cannes Lions Gold — Writing
Cannes Lions Silver — B2B Craft
Cannes Lions Silver — Casting
Cannes Lions Bronze — Editing
D&AD Pencil Silver — Script
D&AD Pencil Bronze — Casting
D&AD Pencil Bronze — Concept
D&AD Pencil Bronze — Direction
D&AD Pencil Bronze — Editing
Vimeo Staff Pick of the Year — Branded Content
One Show Gold — Writing
One Show Silver — Brand-Side Campaign
One Show Silver — Branded Entertainment
One Show Bronze — Brand-Side Film
Ciclope Gold — Writing
Ciclope Gold — Editing
AICP Post — Best of the West
AICP Post — Editing
“LATRELL SPREWELL” Music Video
A Jordan Pories Film
DON BARON
2022
DIRECTOR / EDITOR / ANIMATOR
Jordan Pories
PERFORMED BY
Don Baron
SOUND DESIGN
Shannon Summers
AUDIO MIX
Jack Dine
AUDIO MASTER
Joshua Pleeter
A Jordan Pories Film
DON BARON
2022
DIRECTOR / EDITOR / ANIMATOR
Jordan Pories
PERFORMED BY
Don Baron
SOUND DESIGN
Shannon Summers
AUDIO MIX
Jack Dine
AUDIO MASTER
Joshua Pleeter
“LATRELL SPREWELL” Movie Poster
Designer
DON BARON
2022
CREATIVE DIRECTOR / DESIGNER / PHOTOGRAPHER
Jordan Pories
Designer
DON BARON
2022
CREATIVE DIRECTOR / DESIGNER / PHOTOGRAPHER
Jordan Pories
“DISCRETION” Album Artwork
Designer
DON BARON
2022
DESIGN + COVER PHOTOGRAPHY
Jordan Pories
REVERSE PHOTOGRAPHY
File Photo
DON BARON PORTRAITURE
Creative Director
DON BARON
2022
CREATIVE DIRECTION + DESIGN
Jordan Pories
PHOTOGRAPHY + HMU
Undine Markus
ASSISTANT
Michael Debescu
RETOUCHING
Love Retouching
“DISCRETION” EP
DON BARON
2022
PERFORMER
Don Baron
EXECUTIVE PRODUCER
Jordan Pories
MUSIC MIX
Jack Dine
MUSIC MASTER
Joshua Pleeter
DON BARON
2022
PERFORMER
Don Baron
EXECUTIVE PRODUCER
Jordan Pories
MUSIC MIX
Jack Dine
MUSIC MASTER
Joshua Pleeter
WRITER + CREATIVE LEAD
OCTOBER SPECIAL EVENT
Creative LeadAPPLE, INC.
2021
DIRECTOR
Brian Oakes
DP
Mandy Walker
CREATIVES
Jordan Pories
Esteban Cardona Jimenez
CREATIVE DIRECTOR
Alice Bottaro
Jonathan Wu
PRODUCER
Brandon Chen
Paul Middlemiss
LEAD POST PRODUCER
Emily Darby
LEAD EDITOR
Rebecca Saladoff
MUSIC SUPERVISOR
Jonathan Wellbelove
Abbey Hendrix
VFX
Method Studios
and MANY MANY MORE
Apple's 50-minute-long Special Event from October 2021, launching the revolutionary new MacBook Pro with M1 Pro and M1 Max chips, all-new AirPods, the colorful HomePod mini, and more.