Some Things Don’t Make Sense.
Bitcoin Does.
Our goal with Block’s first major bitcoin consumer campaign was to spotlight how Cash App, Square, and Bitkey make bitcoin use simple and seamless through relatable, everyday scenarios. So much of what we typically hear from the cryptocurrency industry either feels like a lecture or overly complicated. With this series, we instead positioned the brand to meet people where they are.
2026
Art Direction
Script Writing
Social Capture
Everything about the modern financial system makes perfect sense. Until you think about it for 3 seconds. Then it’s like, damn:
“That Makes No Sense.”
But bitcoin does.
Our mission with this campaign was to raise public awareness of bitcoin in relatable environments. To bring these moments to life, we shot over two days across five locations in NYC, from a lush flower shop, to a corner café, to an old-school record shop. The final result was five 15-second films, a 30-second compilation, and a range of cutdowns, vertical edits, and sound-off versions built for social platforms
Rent: Hold value directly with bitcoin.
The scripts needed to feel true to life, not out-of-touch or preachy. Each observation was pulled from headlines and online discourse, but there’s something odd about saying the quiet part out loud. By placing these observations in familiar settings and delivering them as everyday conversation, we let the absurdity of the observations speak for themselves.
Housing: Money no company controls.
Wall Street: Your money. Your control.
The Block client wanted to move the needle, not make another forgettable finance campaign. My team wanted to challenge the conventions of the category and push some boundaries. That shared goal allowed us to craft a campaign where the scripts had some bite, “spice,” and fearlessness to call weirdness out.
Inflation: No one can print more bitcoin.
Service Fees: Bitcoin, transparent by design.
Bitcoin is often explained through speculation and technical jargon, leaving people disconnected from what it actually means for them. As everyday costs rise, more people are questioning how money really works. This campaign cuts through the noise around bitcoin, using familiar contradictions to show what it can do in everyday life.
Social: Alongside the hero films, we created a series of equally cinematic, social-first spots designed to stop the scroll, even with the sound off.
We worked with Square sellers, cultural creators, and bitcoin-native voices during production, including cameo appearances and behind-the-scenes content captured on set to spread the campaign to their social channels.
The campaign rolled out across social, national sports broadcasts, and select theatrical screenings of Avengers: Doomsday and Dune 3, bringing its observations on the financial system to wide range of audiences and getting people talking about what really doesn’t make sense.
Client: Block
Creative Directors: Eric Collins, Larry Pipitone, Stefan Knecht
Art Director: Dee Dalencour
Writers/Art Directors: Ainsley McRae, Dee Dalencour
Senior Account Director: Kristen Selasky
Director: Alec Sutherland
Director of Photography: Doug Durant
Production: Night Shift