NFT collection launch
Metropholia
Vol. 1 ネオン: a neon-city collection and the launch campaign around it. One look, cut five ways for the places a drop lives: feed, story, pinned tweet, giveaway.
- Client
- Metropholia
- Year
- 2022
- Role
- Art direction, motion
An NFT drop is won or lost in a feed. The art can be extraordinary and still scroll past, because the thing competing for attention is not another collection. It is everything else on the timeline.
So the campaign was designed as a set, not a hero: a full overview for the drop announcement, a square cut for feed, a 9:16 story, a pinned-tweet loop that reads with sound off, and a giveaway edit. Same chrome-and-neon language throughout, each one framed for where it would be seen.
The type does the identifying. Stretched, liquid, slightly wrong, it survives compression, thumbnails and reposts, which is more than most delicate wordmarks manage once a platform has finished with them.
