Coinbase
Introducing CFG: the Crypto Friendly Giant
The world of crypto can be overwhelming and difficult to navigate. To build trust, and bring some excitement back to the category, Coinbase approached us to create a fun campaign encouraging people to download the app, and start trading.
Building on the existing Coinbase brand system, we developed a character-driven solution with a quirky narrative. Meet CFG: the Crypto Friendly Giant! This lovably clumsy colossus guides you through his world, lending a giant-sized helping hand.
The Coinbase team provided messaging which we then scripted, developed storyboards, a motion system, and a backing track that made entering the CFG’s world feel new and exciting. A 15-second commercial brought the journey to life, accompanied by a fun set of GIFs and banner ads where giant hands, and cryptoes (pun very much intended) became stars of the show.
We created dynamic type behaviors that react to the CFG’s gestures—emphasizing the simplicity of the product. And to top it off, we introduced a freshly-minted Coinbase coin.
We built a rich illustration library that truly stretched the imagination. The CFG’s hands became hands-on-hands-on-hands, finger-winged birds, toes, and the world’s biggest fan. A typical day in a crypto giant’s world.
Special thanks to Shin Hye Lee for the tremendous illustrations, Jean Morrow, Sam Perry, Serena Board, Ashley Corcoran, Chelsea Larner, Caitlin Killorin, and the entire Coinbase team 🙏
