SUMMARY

Led creative development for the first-of-its-kind Solana PFP, from initial RFP to promoting three mint phases to 100% sell-out

ROLES

  • Managed Creative Development
  • Copywriter
  • Campaign Execution

Martziens

Web3 introduced a new social aspect to online communities with PFPs. In the early stages, they were primarily collectible art and status symbols. But what could PFPs look like with benefits that foster greater social connection?

Meet the Martizens.

A groundbreaking PFP that creates a community experience with characters and lore inside the Million on Mars Metaverse, plus the benefits of in-game automations and currency drops.  

First of its kind:  Each of the 10,000 Martizens are based on characters from the Million on Mars companion novel and can be deposited in the Web3 game as NPCs to automate tasks and generate ROI. These features had yet to be produced from PFPs.

Goals: Develop character illustrations with complex layer automation and launch the first PFP with in-game utility.

My Impact:  I led the creative development of the initial scope and RFP, giving faces to the 18 characters within the existing lore, and managed the curation of over 3,600 art layers that later generated 10,000 unique and randomized digital art pieces. Later, I co-designed and executed product marketing across landing pages, social channels, and email campaigns.

Sellouts and Happy Owners

  • 100% sellout through three mint phases, including pre-sale, despite launching at the beginning of Crypto Winter

  • Thousands of ecstatic & satisfied players loved the Martizen art, lore, and utility

Roles

  • Managed Creative Development

  • Copywriter 

  • Campaign Execution: Social Media + Email Marketing 

Challenges + Strategy

This PFP had the friction points associated with blockchain technology, being an early product type with in-game utility and launching as the core game went cross-chain. There were also the social and economic climate challenges around Web3 and Crypto Winter.

Product marketing was centered on the features of story, utility, and community.

 I can’t speak on the behind-the-scenes of this project but know that the best strategies were used to build this groundbreaking PFP in record time, and it yielded killer results.

This crash course in Web3 and PFPs has me walking away with buckets of experience that I’m stoked to carry into future projects.

No idea what the heck a PFP or NPC is?

That’s okay. I didn’t either. Here is a mini glossary if you need it.

  • Web3 uses blockchains, cryptocurrencies, and NFTs to give power back to the users in the form of ownership. You can think of it as the “read-write+own” version of the internet.

  • NFTs (non-fungible tokens) are unique tokens that exist on a blockchain and cannot be replicated. NFTs can represent real-world items like artwork and real estate, and can also make buying, selling, and trading them more efficient.

  • PFPs live at the intersection of collectibles and generative art. They usually come in large quantities and have varying degrees of rarity, somewhat similar to trading cards. Some PFPs come with utility outside of the art itself. Many of the world’s most popular NFT collections, like Bored Apes, are PFPs.

  • NPC refers to non-player characters, an important aspect of most video games. An NPC is any character not controlled by either the player or an AI, and can be an important character, or simply populate a game's world.

  • Currency Drops refer to the transferring of cryptocurrency (coins or tokens) to wallet addresses, usually those owned by active members of a blockchain community. Often it’s done to generate awareness and circulate new coins or tokens.

  • A long downturn in cryptocurrency prices. The latest Crypto Winter started in Summer 2022.

  • The word utility is often used to refer to what an NFT can be used for outside of an art collectible or profile picture. In general, the greater the utility, the higher the value - like an ultra-shiny Swiss Army knife.

Next Project

Million on Mars