At a moment when scalability claims dominated the market without proof, Polkadot set out to demonstrate real performance under live conditions.
This project focused on turning a blockchain stress test into a public spectacle, with the goal of proving Polkadot’s scalability beyond doubt.
Role: Creative Director
Year: 2024
The Challenge
The core challenge was balancing technical rigor with public accessibility. It needed to prove real-world scalability, without losing credibility with developers and engineers. At the same time, it had to speak to the wider Web3 audience while remaining credible to core ecosystem builders.
Strategy
We built around a single idea: Proof-of-Spam.
Scalability wouldn’t be claimed—it would be tested, publicly. This idea guided every decision, from narrative framing to live participation. The goal was not to explain performance, but to show it live, unscripted, and under pressure.
System Thinking
We designed a flexible system grounded in orchestrated chaos. Built to work publicly, globally, and in real time, without losing clarity.
Participation to turn users into load generators
Live communication to translate complex metrics into cultural moments
Scaling across social, livestream, and technical reporting
Applications
The identity came to life across livestreams, social platforms, and live network activity, from real-time TPS pushes to expert breakdowns with Gavin Wood.
Each application reinforced the core idea while allowing room for unscripted events. The result was a moment that felt raw and undeniable, yet technically authoritative.
Social Media Teasers
Report
Impact
This project delivered undeniable proof of Polkadot’s scalability, live and in production.
623k+ theoretical max TPS, with 143k TPS proven live at just 23% core usage
3,296 posts from 1,327 users, driving 1M+ organic impressions on X
49,464 livestream viewers tuning in as the network was pushed in real time
44% increase in Polkadot mentions on X on Dec 4
A definitive post-event report that became required reading for serious Web3 builders
Beyond metrics, The Spammening repositioned Polkadot as a serious contender for next-gen blockchain infrastructure, by replacing promises with receipts.
This project was brought to life at Distractive, with the invaluable creativity of Dani, Annika and Diano. Big thanks for bringing such great energy to the project!