BinancePerformance Campaign Rollout
Binance — the world’s largest crypto exchange — came in with a high-volume, multi-market performance creative pipeline. Two consecutive campaigns: one positioning Binance for launch in Australia and New Zealand, and one targeting Peru and Bolivia through culturally anchored moments — Mother’s Day, Father’s Day, Pizza Day, and other locally relevant events. Both required the same underlying discipline: premium Binance look, AI-generated imagery, tight brand adherence, and enough format variations to cover every performance placement a paid team could throw at them.
Role: Creative direction, in collaboration with Superside designers and project managers.
Credits: Direction — Anoosh Babayan (Graphic). Layout Design — AJ Trinidad. AI Design — Alejandra Ponce, Graham Kaz. Produced with the Superside team.
What we did: Led the creative direction across both campaigns. Directed the AI image generation to match Binance’s brand system — colorful and yellow backgrounds, subtle grid textures, clean yellow highlights — while pushing the imagery toward the specific cultural context each campaign called for (real spending moments in Peruvian and Bolivian daily life for LATAM; broader lifestyle for AU/NZ). Set the layout direction against Binance’s brand guidelines, oversaw the copy application, and reviewed every asset across the full rollout: 14 adaptations per creative, multiple hero visuals, motion GIFs, and email banners — sized for Meta, TikTok, Google, and every placement the paid team needed.
The challenge: Performance creative lives or dies on two axes at once: it has to feel unmistakably on-brand and it has to scale to dozens of formats without the concept collapsing. AI made the volume possible, but AI-generated imagery has a well-known problem — it can drift into generic-looking output fast, especially across cultural contexts. The job was to keep every rendered scene feeling specifically Peruvian, Bolivian, Australian, or New Zealander — not a generic stock-photo interpretation of those places — while every layout stayed loyal to Binance’s system. Volume made speed the constraint; culture made specificity the harder one.
