Behind The Blockchain

Executive Production & Brand Storytelling

“Behind the Blockchain” is a strategic content initiative designed to humanise the Cardano ecosystem. By pulling back the curtain on the engineers and researchers driving Web3 innovation, the project aims to combat misinformation (FUD), foster community trust, and showcase the collaborative rigor behind IOG’s research-led approach.

The Role

I served as the Executive Producer and Project Manager, while also architecting the overarching marketing strategy. I identified the need for a dedicated platform that could serve two critical audiences: providing a deep-dive for those who understand the technicalities of blockchain, while creating an ongoing series that demonstrated consistent work-in-progress to the wider community.

My team and I developed the visual identity for the series, for which I provided final creative sign-off. For the production, I personally designed the physical studio sets and directed the production crew during filming. I also took a front-facing role, conducting interviews with technical leads to translate complex research into accessible, digestible narratives.

The Impact

• Strategic Community Alignment: Successfully closed the gap between internal innovation and public perception, driving high-engagement rates across long-form YouTube content.

• Educational Reach: Transformed dense research primitives into a library of accessible video content, driving consistent traffic to the IOHK YouTube channel and a dedicated project website.

• Production Excellence: Established a premium visual standard for internal broadcast, managing everything from set design to final post-production sign-off.

• FUD Mitigation: Created a transparent "Proof of Human" baseline for the ecosystem, directly addressing community concerns through direct access to IOG’s leadership and engineering talent.

Executive Deliverables

• First-of-its-kind Content Launch: Architected and launched the first long-form YouTube series for IOG, establishing a new pillar for community education and engagement.

• Marketing Strategy & GTM: Developed the framework for an ongoing content platform that balanced high-level technical depth with consistent "work-in-progress" updates.

• Project Management & Production: End-to-end oversight of the production lifecycle, crew direction, and filming schedules.

• Interview Leadership: Directed and conducted in-depth interviews with senior researchers and engineers.

• Set & Environmental Design: Conceptualised and designed the physical sets to reflect a high-tech, yet approachable research environment.

• Brand & Website Sign-off: Led the design team in creating the visual identity and dedicated content hub, providing final creative approval.