Case Study

Bitwise Asset Management

Studio City PXL produced, shot, edited and delivered an engaging series of broadcast spots featuring actor Jonathan Goldsmith within a challenging four-week window.

Client: Bitwise Asset Management
Date: May 2024
Services: Creative & Production

Pioneers of Crypto

Bitwise, positioned at the cusp of receiving SEC approval for its Bitcoin ETF, faced their own unique challenge – with many established ETF products already in the market and competing crypto financial companies also nearing SEC approval, the need for a creative, attention-grabbing marketing piece was crucial.

From the project's kick-off call, SCPXL had two weeks over a holiday weekend to scour New York for the perfect locations, develop storyboards and conduct an extensive talent search. In this rush we were still able to fine tune a production look and art design that captured Bitwise's vision.

This intensive preparation led us to a studio stage in Brooklyn, where we were pre-lighting and constructing the set a mere 8 hours before call time. The shoot, completed in a single day, was a testament to our team's ability to turn ambitious concepts into tangible success under tight deadlines.

Post Production

In the post-production phase we edited and prepared the spots for broadcast across major networks like Bloomberg, CNBC, and Fox Business Network, aligning with Bitwise's objectives. The result was more than just a typical marketing rollout; it was an eye-catching and compelling content piece designed to make a substantive impact in the crypto market.

This campaign, titled "Bitwise Is Interesting," spotlights Bitwise's unique position as a crypto asset class specialist. With the presence of Jonathan Goldsmith, the campaign caught the attention of prime investors, highlighting Bitwise's expertise in an increasingly competitive financial sector. It was also picked up by major publications including The Wall Street Journal, Forbes and Yahoo Finance.

In January 2024, the industry saw over $4.2 billion in inflows, with Bitwise capturing the largest share among 11 funds, ranking in the top 3–4 in terms of volume. Our campaign's reach extended beyond traditional media, with the Bitwise video achieving over 7 million impressions on X (Twitter).