On the heels of a successful campaign to #DropGold, the leading digital currency asset manager Grayscale Investments® turns from rocks to riches in “Nice Rock,” their latest commercial out of bicoastal production company Honor Society. The cinematic short was creative-directed, written, and directed by Brennan Stasiewicz, director of TV Series (Four Hands Menu 2018), documentary shorts and narrative films, and is the second campaign in which he collaborated directly with the successful digital currency brand, shepherding the creative from concept to completion.
“Grayscale, a company operating in a relatively conservative industry, has been unafraid to question the status quo,” notes Stasiewicz. “The fact that we had such success with the initial Drop Gold commercial is incredible, but what I’m most proud of is that Grayscale returned to us. I tried to deliver back to them the best films and campaign I could, and I’m damn proud of “Nice Rock” and so is Grayscale.”
In the spot, an old-fashioned employee named ‘Bob’ literally strikes gold with exaggerated fanfare after toiling away in an isolated mine, only to learn -- through his company’s fearless female leader -- that the firm has moved on and into the future with Grayscale® Bitcoin Trust (OTCQX: GBTC). The spot concludes with the female executive telling Bob about the shift to digital currency, kindly acknowledging that his gold nugget is a “nice rock,” further illustrating the stark contrast between dated and progressive financial institutions.
Taking ownership behind the firestorm debate between the value of gold vs. Bitcoin or “digital gold” in the 21st century, Grayscale uses the spot to move beyond shaking the cage, detailing why digital currencies are the future of major investments.
Following the company’s advertising debut in May 2019, Grayscale saw $171.7 million in inflows in the third quarter of 2019 into the Grayscale® Bitcoin Trust private placement -- the most quarterly inflows ever in the product’s six-year history.
Stasiewicz has worked as a director in a variety of media including TV, documentary short film and narrative film. Brennan is credited with writing many of his filmmaking projects and defies easy categorization in his diverse slate of work. Brennan has also directed spots for such brands as Cadillac, Samsung, Google, Infiniti, Chevy, Chase Bank, Prudential, Southwest Airlines and Jim Beam.
Client: Grayscale Investments
Production Company/Creative Agency: Honor Society
Director/Creative Director: Brennan Stasiewicz
Executive Producer: Megan Kelly
Head of Production: Carlo Pilgrim
Line Producer: Chris Gallagher
DP: Aril Wretblad
Production Services: Stillking Prague
Edit House: Bandit
Editor: Zeke O'Donnell
Assistant Editor: Evan Johnston
Producer: Valerie Triculis
Colorist: Michael Rossiter // The Mill
Flame Artist/VFX: Chris Davis & Prez Radloswki//Bandit
Sound Design & Mix: Eric Hoffman//Mr. Bronx