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System Update
Amplify + Coinbase build a culture-first launch moment for Q4.
Challenge
Coinbase wanted more than a one-off event: an ownable, repeatable, broadcast-first keynote format, starting Q4 2025, that positions Coinbase as the future backbone of the financial system.
Insight + Strategy
Belief in crypto and blockchain doesn't build overnight, and most category keynotes speak to people already convinced. To bring the world on-chain, Coinbase needed a moment that speaks outward, making the case that crypto and blockchain are the future of money, not a side bet on it, while still landing as an immersive experience in the room.
So, we built the platform around one idea: the future of money is loading, and it's being built on crypto and blockchain. Guests don't sit and watch, they travel through stories and spaces that shift around them, mirroring the pace of change in the financial world itself. The result is a format designed to repeat and evolve year over year, anchored to one consistent role for Coinbase: not just narrating the future of money, but building the stage where crypto and blockchain get introduced to the world as that future.
Solution
System Upgrade: Building the Everything Exchange
A synchronized, culture-led launch that reframed Coinbase from “crypto exchange” to “modern financial platform” to an audience of 14 million viewers.
Instead of leading with features, the campaign introduced: a system update. A clear signal that something fundamental has changed.
The launch unfolded as a synchronized broadcast moment. Teased through city-wide OOH, revealed through a live event takeover at Fort Mason in San Francisco, and distributed across YouTube, X, and the Nasdaq tower, the campaign was designed for scale, credibility, and mainstream reach. Leaders from across the business presented a unified vision, including the ability to trade stocks and crypto side by side, reframing Coinbase as a modern financial platform.
13.8M
livestream views on X