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FTX wanted to take Formula 1 fans “Off The Grid” and into the crypto world during the Miami Beach Race Weekend. By creating a one-of-a-kind NFT builder, we made it happen.

FTX is a cryptocurrency exchange built by traders, for traders. Their inaugural FTX Off The Grid event was to bring three days of music, entertainment, and a race weekend like no other to Miami Beach. As part of the experience, they wanted to connect fans to FTX and the blockchain ecosystem by allowing visitors to create and mint their own NFTs, based on custom illustrated art from a well-known digital illustrator. Their agency partner – Wasserman – chose 14Four to make it happen.

The Challenge

The FTX Off the Grid booth needed to be fun and easy, so planning the digital flow in partnership with the physical layout of the space was central to success. We also had to strike a fine balance between staying true to the illustrated style while allowing for the user to find elements that looked like them – a case of art imitating life and vice versa.

The entire event was all about fast-paced entertainment, so we wanted to make sure that every step of the process was as engaging as it was easy to follow. Users would be standing in line to create their custom NFT on an iPad, so thinking about the synergy between the digital and physical space was always top of mind.

Our Approach

With deep user experience knowledge, our team came together to plan a crypto experience as exhilarating as the races taking place. For that to happen, we needed to make sure users could go through the process without it taking too much time – allowing as many people as possible to step into the digital-to-physical realm.

That meant providing just enough options in the avatar creator to be fun without bringing the line to a standstill. We settled on a 3-5 minute engagement time per user – not quite G-force speed, but the sweet spot to keep all visitors happy!

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