Decaf - The Currency of Human Connection.
The Challenge:
Make blockchain technology relatable to a mainstream audience by showcasing a real use case — without hype, jargon, or speculation.
The Concept:
Instead of explaining the product, we told a story. A documentary-style film that followed Decaf, a company bringing crypto payments to the streets of San Francisco, Columbia. We focused on the people, the stakes, and the lived reality behind the tech.
My Role:
As Executive Creative Director, I led the concept, pitch, creative development, and execution. Oversaw production, script structure, post, and internal/external alignment across brand, comms, and product.
What We Did:
Developed a docu-narrative concept that prioritized emotional resonance over explainer format
Worked with local talent and international crews to capture authentic moments on the ground
Created a visual system that brought elegance and clarity to an unfamiliar subject
Designed social teaser assets, cutdowns, and partner collateral to amplify reach
Outcomes:
The film went viral across crypto and fintech circles, organically reaching over 1M views
Sparked inbound interest from potential partners and builders
Used as a flagship example of what blockchain can look like in the real world
Takeaway:
When we lead with story instead of specs, we move people. This piece proved that creative storytelling isn’t just brand work, it’s ecosystem strategy.