For Coinbase’s 2025 NBA Playoffs campaign, the campaign reimagined the dreaded blue screen of death as a symbol of progress, transforming error codes into ASCII animations that signal the financial system is overdue for an upgrade. 

Designed to feel disruptive and unexpected, the work hijacked one of the biggest live moments on TV to deliver a message about change in a way the industry hadn’t seen before.

I led the strategic and creative development of the global partnership with Riot Games, uniting two digital-first communities—esports and crypto—under a shared spirit of innovation and authenticity. I oversaw the creative direction for campaign activations across VALORANT and League of Legends esports as well as fan engagement initiatives such as collectible drops and promotional experiences.