Choose Your Character UGC
GC character campaign built on crypto culture and community identity
We produced a UGC-style character campaign for Phantom that speaks directly to the crypto community through one of its most beloved formats: the archetype breakdown. Inspired by the "choose your character" mechanic familiar to anyone who has played a video game, the concept invited viewers to self-identify through five distinct trader personalities.
The creative direction leaned into UGC authenticity while maintaining deliberate stylistic choices. Each character was built from the ground up with distinctive outfits, props, and behavioral cues that communicate personality before a single word is spoken. The signature swaying body movement borrowed from viral reference content gave the piece a rhythmic, game-like feel that reinforced the "choose your character" conceit.Â
The campaign tapped into community identity and humor as growth levers. Crypto audiences are deeply tribal and highly self-aware, and content that reflects their subculture back at them earns far more organic engagement than traditional advertising. By casting Phantom within this cultural shorthand, we built audience affinity while simultaneously driving awareness, making this piece as effective as it is entertaining.
