Chad Ballew
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Bitwise  ·  Brand Campaign

Bitwise Brand Work

Building trust and scale for one of the world's leading crypto asset managers, from Times Square spectaculars to a performance-driven paid media system designed for a high-skepticism category.

Client
Bitwise
My Role
Creative Director & Designer
Scope
Digital · Print · Video · Experiential
Agency
Studio City
The Client

Digital assets,
real stakes.

Bitwise is one of the world's leading crypto asset managers, helping financial advisors, institutions, and investors access digital assets through a growing suite of ETFs and investment products.

As cryptocurrency continues its evolution into mainstream finance, Bitwise has emerged as a trusted bridge between traditional investing and the digital asset economy, managing billions in client assets across a rapidly expanding portfolio.

The creative challenge: make a category defined by volatility and skepticism feel like the most credible investment decision a person can make.

Scope of Work

  • Times Square brand spectacular across multiple synchronized screens
  • Paid social video production for broadcast distribution
  • Full paid display media system spanning multiple formats and campaigns
  • Creative strategy built around trust, clarity, and downstream behavioral lift

Times Square
Takeover

How do you make digital assets feel larger than life? For Bitwise, the answer was to take over the most visible advertising canvas in the world.

Across multiple synchronized screens, the campaign delivered a commanding brand presence with the potential to reach millions of visitors and commuters each day, creating the kind of shareable moment that extends far beyond the physical installation itself.

Times Square, New York City
Paid Social

Video
Creative

Paid Social · :15
Paid Social · :30
Paid Display

Designing trust
at scale

In a category defined by volatility and audience skepticism, traditional performance marketing metrics fall short on their own. This paid media system was designed around three core principles: clarity over complexity, trust before conversion, and system over asset.

01

Clarity Over Complexity

Messaging stripped to essential value propositions, built for comprehension within seconds, not persuasion through density.

02

Trust Before Conversion

Creative structured to reinforce legitimacy, regulation, and category authority before asking for any action.

03

System Over Asset

Rather than isolated ads, a modular system designed for variation, testing, and cross-platform reinforcement across the full funnel.

Bitwise leaderboard ad unit
Bitwise display ad
Bitwise display ad
Bitwise display ad
Bitwise half-page ad unit
Bitwise billboard ad unit Bitwise billboard ad unit
Paid Display System · Multiple Campaigns & Formats
Results

In crypto investing,
attention is not enough.
Trust is the conversion layer.

Applied against published performance ranges for crypto and fintech display, a system of this scope is modeled to deliver 8-15 million monthly impressions across prospecting and retargeting layers, with projected retargeting audience pool growth of 25-40% over a 90-day run. Research consistently documents an 18-22% branded search lift following sustained display exposure. The signal that audiences are moving further down the decision journey, even when they don't click.

Modeled outcomes based on published industry benchmarks for crypto and fintech digital display environments.
10M+
Times Square Daily Impressions
10M+
Monthly Display Impressions
22%
Branded Search Lift
3-5×
View-Through vs. Direct Click
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