BlockFi — product and campaign animation
Making complicated money legible… and fun
BLOCKFI · 2021–2023 · SOLO: 3D / MOTION / DESIGN
BlockFi built financial products that were genuinely hard to explain. Crypto lending, interest accounts, rewards mechanics — real products with real money in them, described in language most customers had no way into.
Ethereum Merge Event
The Merge was the hardest version of the problem. A change to the underlying network, with direct consequences for anyone holding Ethereum in a BlockFi account, and a customer base that needed to understand it before it happened rather than after.
The work started away from the software. I sat with the people who designed the product and had them explain it to me at their level, not mine — then translated that into something a customer could follow in fifteen seconds and not feel talked down to.
Copy came from the writers; the explanation itself was carried by the animation.
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.
(the email layout was done by another designer)
Templates
Regulations and offerings were in constant flux, so it was important to template-ize animations where the content could be inserted or updated.
Coins Coins Coins
Range
The same approach ran across everything else: product launches, card mechanics, in-app prompts, campaign pieces, brand work. Different registers — some straight, some funny — built on the same premise, that a person will trust a product they can picture.
I worked these end-to-end, from storyboard through 3D, motion, and delivery.
BTC Vending Machine
BTC Donut Chomp
Social Animations
Stripe Integration
For a comprehensive breakdown of this project (and lots of others), reach out!