

















The Currency



2021
Strategy / Product / Community
Strategy / Product / Community
Strategy / Product / Community
THE Client
THE Client
Damien Hirst
THE BRIEF
The Currency was a monumental project of 10,000 hand-painted works paired with NFTs at a moment when the NFT movement was new, controversial, and widely questioned. Rather than choosing a medium himself, Damien Hirst handed authorship to the audience: each collector received both an NFT and a physical work and had one year to choose which they valued more, the unchosen version would be destroyed, as documented in later exhibitions and burn events. The project reframed debates around art, money, and technology, with Hirst stating: “The Currency is an artwork, and anyone who buys it will participate in this work… It is the most exciting project I have ever worked on by far.”
THE WORK
THE RESULTS
THE BRIEF
The Currency was a monumental project of 10,000 hand-painted works paired with NFTs at a moment when the NFT movement was new, controversial, and widely questioned. Rather than choosing a medium himself, Damien Hirst handed authorship to the audience: each collector received both an NFT and a physical work and had one year to choose which they valued more, the unchosen version would be destroyed, as documented in later exhibitions and burn events. The project reframed debates around art, money, and technology, with Hirst stating: “The Currency is an artwork, and anyone who buys it will participate in this work… It is the most exciting project I have ever worked on by far.”
THE WORK
THE RESULTS
THE BRIEF
The Currency was a monumental project of 10,000 hand-painted works paired with NFTs at a moment when the NFT movement was new, controversial, and widely questioned. Rather than choosing a medium himself, Damien Hirst handed authorship to the audience: each collector received both an NFT and a physical work and had one year to choose which they valued more, the unchosen version would be destroyed, as documented in later exhibitions and burn events. The project reframed debates around art, money, and technology, with Hirst stating: “The Currency is an artwork, and anyone who buys it will participate in this work… It is the most exciting project I have ever worked on by far.”
THE WORK
THE RESULTS