Work Image
Work Image
Work Image
Work Image
Work Image
Work Image
Work Image
Work Image
Work Image
Work Image
Work Image
Work Image
Work Image

The Currency

Work Image
Work Image
Work Image

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