Midnight brand campaign
Overview
Midnight Network is a technology in Web3 that is fundamentally changing what is possible in blockchain and cryptographic technology, and therefore the infrastructure possibilities in regulated industries such as finance and healthcare.
This brand campaign, Break free, was a multi-layered culmination of our previous brand strategy foundational work and continues to be utilized as the go-to evergreen brand awareness strategy.
More process details and projects from this over arching campaign work will be added soon!
My contribution
Creative Direction. Origination of concept (co-created with Jaimie Ayliffe). Script (co-created with Jaimie Ayliffe).
The team
Year
2025
Process
Outcome
This campaign successfully raised awareness and created hype ahead of its launch into the Web3 ecosystem with their "Glacier Drop airdrop campaign (August–October 2025), which was highly successful and is drove "rapid adoption and widespread user engagement, with over 1 million unique mining addresses and 200,000 direct claims recorded shortly after its launch.
The anthem video had a 3x higher CTR (click through rate) than their previous average on video ads.