SuperStacks

SuperStacks was created to drive adoption of the Superchain in a category saturated with technical, indistinguishable messaging. Instead of leaning into complexity, we rejected category norms and built a bold, culture-led creative direction inspired by 90s hip-hop: expressive, hand-crafted and deliberately human. The result was a full campaign system across video, social, and brand, delivering the most viewed video Optimism has ever published. The campaign contributed to $200M+ in total value locked and generated millions of organic views across hero content. I led the creative direction and positioning, defining the campaign idea, visual language, and execution across all touchpoints.