BlockFi Bitcoin Pizza Day

Event Animations and Imagery
Bitcoin Pizza Day is an annual event that celebrates a keystone moment in the story of crypto.
I created a series of fun animations to accompany social media posts throughout the day.

Motion Design for Social Events
As a motion designer at BlockFi, I had the opportunity to create a suite of animations and visual content for the annual social media event, Bitcoin Pizza Day. This celebration marks a historic milestone in Bitcoin’s journey—the first real-world purchase using Bitcoin. Our campaign leveraged this iconic moment to captivate our audience, promote engagement, and drive new signups for BlockFi’s innovative financial services.

The animations and imagery were designed to blend humor, nostalgia, and cutting-edge motion graphics, aligning with the playful yet professional tone of the event. Each piece of content was strategically crafted to resonate with both seasoned crypto enthusiasts and curious newcomers.
The campaign proved highly successful, generating lots of buzz across social media, helping BlockFi to stand out in a crowded market on a very noisy day.
Metrics like user engagement, click-through rates, and conversion rates reflected the campaign’s impact, with a marked increase in signups and new client acquisition.
The event really underscored the fact that fun sells in crypto and it highlighted the value of thoughtful, visually engaging storytelling in reaching a tech-savvy audience.
From concept to execution, this project was a rewarding demonstration of how creative content can amplify a brand’s reach and achieve measurable business goals, all while celebrating a landmark event in the crypto world.

The Slice
The slice of pizza that we chose to represent BlockFi was a decision based on the Marketing Research’s team’s years of research into pizza.
BlockFi’s target persona had been identified by the research team and nicknamed ‘Rich’, a young male in his late 20s to early 30s with significant saving who valued stability but felt left out of the traditional financial system. But, most importantly, he liked pizza.
So, when Bitcoin Pizza Day popped up on our radar, we knew we had to deliver.-
Everyone in the organization chipped in, eating lots of pizza and asking people we knew who looked not-poor and acted 20-30 years old.
It was through this laborious process that the numbers came in:
- pepperoni – 78% of respondents
- mushroom – 23% of respondents
The survey results may seem odd when looking at where we eventually landed with our choice of toppings on the representative slice, but knowing that the audience we were trying to engage appreciated inclusivity above all else, we made the call to appeal to those who like meat AND those who don’t. So, even though ‘sausage’ came in with 41% favorability rating as topping, the bigger picture numbers pointed to mushrooms – in the spirit of inclusivity, we would choose a meat and a veg.
There were other alternatives to meat products in the running, but our Creative Director, a visionary with a eye for the crypto market, pointed out that the shape language of the mushroom would be more visually appealing. (at least more-so than a bell pepper or onion).
The Result
The project was a rousing success. We got to eat lots of pizza and the company made lots of dough.

For a comprehensive breakdown of this project (and lots of others), reach out!