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The Rise of the PLINFT

17/06/2022
Post Production
London, UK
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We Are Covert delve into its work producing on-screen, content rich spots to advertise various NFT artists' work

Wherever you sit on the fence about NFTs as investments, they are undeniably growing in popularity, with Chainalysis’ latest figures showing the total value sent to NFT marketplaces in 2022 is set to beat the total of $40 billion sent in 2021. One positive aspect is that it provides the artist with greater autonomy, with the blockchain model allowing them to be financially rewarded each time a piece of work is sold.   

Naturally, as a team of 3D artists and motion designers, Covert has entered the ever-expanding world of NFTs with some exciting projects and a lot more in the pipeline (watch this space). One of Covert's most notable NFT projects was its New York Times Square takeover for PLINFT. 

PLINFT - a new breed of marketing agencies - was founded to give NFT artists a tangible platform to promote their work. With this new and evolving non-fungible art form, a break away from traditional methods of advertising was needed. PLINFT have reacted to this shift and work with NFT artists to promote their work, doing so by using some of biggest and most famous screens - enter New York’s Times Square.

PLINFT reached out to Covert to help them produce the edit for an on-screen, content-rich spot to advertise various NFT artists’ work. It was important for the content to be exciting and engaging to ensure it connected with the right consumer. We also had to ensure the spot conformed to the highly unique format of the famous Times Square screens.  

Working with 1000’s of pieces of artwork that dynamically linked through a spreadsheet (trust us, it was a lot of data!), we worked closely with PLINFT to ensure that it all synced together to form one large, seamless spot that suited the visual language and style of both PLINFT and the individual NFT projects. 

Whilst challenging to work with such an array of data, the project gave us the opportunity to flex our creative muscles and utilise the unique screen setup to our benefit. We created animated sequences to ensure the content flew seamlessly across multiple screens – plus, who doesn’t want to see their work on such an iconic screen!

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