CONTEXT
The Challenge
Bitfinex needed to promote its Recurring Buy feature—a tool that allows users to automate crypto purchases on a schedule.
The challenge wasn't functionality.
The challenge was communication.
Recurring Buy is powerful, but visually it is little more than a collection of settings, fields and inputs.
Most product demonstrations simply show users entering numbers into forms.
The result is technically accurate, but difficult to make engaging.
Bitfinex needed a way to communicate the value of automated investing while preserving the sophistication and trustworthiness of its brand.
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PROJECT INFORMATION
Industry
Fintech / Crypto
Category
Product Marketing
Objective
Increase understanding and adoption of Recurring Buy
Platform
X, LinkedIn, Social
Approach
Cinematic Product Storytelling
THE PROBLEM
Most product marketing explains features.
Users don't buy features. They buy outcomes.
Recurring Buy automates investing over time, but the process itself is invisible.
There is no dramatic event.
No obvious visual payoff.
No compelling narrative.
Traditional product demos reduced the feature to:
-
Dropdown menus
-
Input fields
-
Confirmation screens
The result felt functional.
But not valuable.
Bitfinex needed a way to make automated investing feel:
-
Disciplined
-
Intelligent
-
Trustworthy
-
Sophisticated
Without resorting to hype or speculation.
STRATEGIC SHIFT
Instead of showing software...
We visualised product logic.
Rather than building another UI walkthrough, I broke the feature into a sequence of decisions.
Each decision became a physical transformation.
Each transformation became part of a cinematic machine
| Product Step -----Motion Language |
| Select Asset -----Align |
| Set Amount ----- Expand |
| ChooseSchedule ---- Mode Shift |
| Confirm ------- Seal |
| Execute -------- Flow |
| Active Buy ------ Stabilise |
The result was a product experience audiences could understand instantly.Not because they saw the interface.But because they felt the process.
STRATEGIC DECISIONS
Motion-Verb Framework
Every interaction was assigned a specific motion behaviour.
Nothing moved without purpose.
Every movement reinforced product understanding.
Product Before Spectacle
Many fintech videos prioritise visual excitement.
This project prioritised comprehension.
Every visual decision served product clarity.
CINEMATIC EXECUTION
Creating a "2030 Product Language"
The challenge was making recurring investing tangible.
To achieve this, I designed a single monolithic object capable of transforming through multiple states.
Each state represented a stage in the product journey.
As the voiceover progressed, the machine evolved.
Aligning.
Expanding.
Shifting.
Sealing.
Flowing.
Stabilising.
The audience wasn't simply watching a product demo.
They were watching the product think.
OUTCOMES
Results
Impressions: 5K (Significantly above Bitfinex's typical ~2K impressions for product content.)
Engagement: Audiences remained engaged because they were following a visual narrative rather than a standard software walkthrough.
Improved Product Clarity: Users could understand the setup process through physical motion and visual cause-and-effect.
Scalable Product Language: The motion-verb framework established a repeatable communication system for future Bitfinex tools.
NEXT CASE STUDY
CYFIRMA
Turning invisible cybersecurity threats into visible cinematic tension.
NOSA
Cinematic storytelling
for technical brands,
launches and ideas
that change the world.
WORK
Videos
About
SERVICES
FILM &
TV WORK
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