Polkadot is a Web3 ecosystem with real-world applications across gaming, NFTs, DePIN, and on-chain governance. This project set out to communicate that value to non-technical audiences through a fast, culturally relevant content format.
Role: Creative Directior
Year: 2025
The Challenge
Blockchain content often assumes deep technical knowledge while competing in low-attention environments. Polkadot needed a way to showcase real adoption without long explanations, jargon, or developer-first narratives.
Strategy
The idea was simple: bite-sized is best. A bi-weekly series of 60-second videos designed to stop the scroll, spark curiosity, and make complex Web3 use cases instantly understandable.
System Thinking
Think Pink was built as a repeatable content system: fixed duration, clear structure, and strong visual consistency. The format scales across platforms and topics while keeping clarity, pace, and brand coherence.
Applications
The series blends TikTok-style pacing with polished production, breaking from traditional crypto education. Episodes cover topics from memecoins to governance, released every two weeks across key social platforms.
Impact
Think Pink delivered clear, measurable results across reach, engagement, and adoption.
46,000+ views, on the last five episodes generated with the NFL Rivals episode reaching 66,400 impressions on X and 123,017 views on Instagram, a key platform for mainstream audiences.
Performance quality was equally strong, with a 30% view-to-impression rate on the Acurast episode and 10%+ engagement on How to DAO, reinforcing Polkadot’s differentiation around governance.
Impact extended beyond content metrics: the memecoins episode coincided with a 13% increase in new tokens created on Polkadot, linking storytelling to ecosystem adoption.
This project was brought to life at Distractive, with the invaluable creativity of Dani and Annika. Grateful for their energy and ideas!