SuperStacks

SuperStacks was created to drive adoption of the Superchain in a category saturated with technical, indistinguishable messaging. Instead of leaning into complexity, we rejected category norms and built a bold, culture-led creative direction inspired by 90s hip-hop: expressive, hand-crafted and deliberately human. The hero film became Optimism’s most viewed video. I defined the positioning and campaign idea with the team, then led its creative direction across film, social and other campaign work.