other CAMPAIGNS
THE SOCIAL US
At The Social Us, I helped tailor a space where creativity met with emerging technologies, helping translate complex blockchain ideas into real-life projects that could create new human dynamics. As Creative Director, I led projects such as InVot, an AI-driven investment mentor offering predictive guidance through the volatility of cryptocurrency markets; Partist, an NFT-based community of party and travel enthusiasts that would hold one party each year in a different location in the world, using the NFT as a method of voting and proof of stake to make decisions on the party; and VIBE, where I developed the branding for the Venezuelan Initiative for Blockchain Economies, positioning blockchain as the foundation for new financial systems. At the same time, to celebrate and promote the entry of The Social Us into the world of cryptocurrency, I created Coinless, a full-scale parody campaign that tested our ability to build entire worlds from concept to execution — websites, articles, scripts, and even lending my voice to its audiovisual pieces. Across all this work, my role was to provide form and voice to innovative code, transforming it into stories people could see, hear, and believe in.
𑁍𑁍𑁍
En The Social Us, contribuí a crear un espacio en el que la creatividad se encontraba con las tecnologías emergentes, ayudando a plasmar ideas complejas sobre blockchain en proyectos reales capaces de generar nuevas dinámicas humanas. Como director creativo, dirigí proyectos como InVot, un mentor de inversiones basado en IA que ofrece orientación predictiva ante la volatilidad de los mercados de criptomonedas; Partist, una comunidad basada en NFT de entusiastas de las fiestas y los viajes que celebraba una fiesta al año en un lugar diferente del mundo, utilizando los NFT como método de votación y prueba de participación para tomar decisiones sobre la fiesta; y VIBE, donde desarrollé la imagen de marca de la Iniciativa Venezolana para las Economías Blockchain, posicionando el blockchain como la base de los nuevos sistemas financieros. Al mismo tiempo, para celebrar y promover la entrada de The Social Us en el mundo de las criptomonedas, creé Coinless, una campaña paródica a gran escala que puso a prueba nuestra capacidad para construir mundos completos desde el concepto hasta la ejecución: sitios web, artículos, guiones e incluso prestando mi voz a sus piezas audiovisuales. En todo este trabajo, mi papel consistió en dar forma y voz a un código innovador, transformándolo en historias que la gente pudiera ver, oír y en las que pudiera creer.
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“An intergalactic Ethereum-based cryptocurrency to be used for things money can´t buy, such as a sweet dream or a walk in the park. Coinless will always have use, as long as there is air or water. Our funds will be used precisely for that. It has been a long time since the simplest things lost their value, so why not quantify it? We just put a price on things that don’t require money.”
Direction, Script, and V.O. by Daniel Certain
Animated by Adrian Varela
DLN
Desnudando la Noticia
As Editor-in-Chief at DLN, a boundary-pushing digital news show that reimagined format and audience engagement, I led a team of scriptwriters and copywriters to shape a voice that was sharp, irreverent, and intentional. Beyond the shock factor, the goal was always clarity and impact, making sure every piece of content had a point of view and landed with purpose. I also oversaw external communications, aligning messaging across platforms and keeping the brand consistent in tone and direction, helping position DLN as the highest-rated show of its kind.
