We developed a character-driven narrative that humanized crypto through CFG: the Crypto Friendly Giant. A lovably clumsy colossus with giant-sized helping hands, CFG guided users through the crypto world with humor and warmth. By transforming abstract concepts into relatable interactions, the approach positioned Coinbase as the most accessible entry point to digital currency, balancing friendliness with credibility in a skeptical market.

CFG became a flexible metaphor for Coinbase’s supportive approach to crypto education and trading. We designed dynamic typography that responded to the giant’s gestures, reinforcing product simplicity, and built a rich illustration library where CFG’s hands transformed into birds, fans, and tools. A newly-minted Coinbase coin, and playful motion behaviors added a sense of wonder, making crypto feel magical rather than mechanical or intimidating.

The campaign launched with a 15-second commercial that brought CFG’s world to life, supported by animated GIFs and banner ads featuring the giant’s hands and “cryptoes” as central characters. The system extended across digital touchpoints with storyboards, motion principles, and a soundtrack that made entering CFG’s world feel exciting. Each execution balanced lighthearted character moments with clear product functionality and trust-building messages.

CFG shifted Coinbase’s perception from a technical trading platform to a welcoming gateway into crypto. The character-driven approach reinvigorated excitement around digital currency while building trust through relatability and humor. In a crowded and often intimidating market, the Crypto Friendly Giant distinguished Coinbase by proving that crypto education and trading could be both accessible and genuinely enjoyable.