Arc: Day One — Founders

Conceptualize and deliver a high-craft branded documentary campaign for Arc by Circle, supporting its mainnet launch, under a strict 2-month timeline, a fixed budget and 4 shooting days across New York and Miami. The goal: communicate complex fintech infrastructure to senior developers and founders through human stories rather than standard product marketing.

• Brand identity & art direction. Built Arc’s visual storytelling language from the ground up — the client had no brand guidelines beyond the website. Assembled and led an art direction team to create the illustration style, motion system and technical graphics, aligned with Circle’s Brand Director.
• A distinct treatment for each founder. Blockradar — fast, multi-location direction built on momentum. Peer — a quiet, analytical, cinematic tone that reflects technical precision. Kosh — dual-founder chemistry and payments access for emerging markets. Crossmint — aviation and meditation as metaphors for balance and continuous learning.
• Full-cycle production & remote direction. Owned the budget, schedule, casting and location scouting; assembled crews and directed the New York and Miami shoots remotely from Los Angeles.
• Stakeholder alignment. Wrote and defended the pre-production framework for Circle’s leadership; ran pre-interviews and story development, translating business goals into pre-production books, director briefs and editorial guidelines before cameras rolled.

• Four founder documentaries and a campaign trailer delivered on schedule and within budget — the flagship campaign for Arc’s mainnet launch.
• Established Arc’s foundational visual storytelling guidelines.

“I’m beyond proud of how the Day One Founder videos turned out. They’re powerful, beautifully produced, and perfectly timed as we move toward Arc Mainnet... These videos will be a major lift for the Arc brand.”

“This was a huge lift and the amount of work that’s gone into this should not be underestimated. Thank you to the whole team for making some really nice Day 1 films for Arc.”

“Lovely work... especially grateful for the patience and attention to detail in all the feedback. We are proud and pleased.”