Mother London teams up with Aussie director Steve Rogers on bold musical spot for Coinbase
Australian director Steve Rogers has directed a new musical theatre-led campaign ‘Everything Is Fine’ for crypto company Coinbase via Mother London.
Produced by Biscuit Filmworks x Revolver, the integrated campaign positions Coinbase as a platform for financial change, using song, humour and visual craft to spark cultural conversation. Rogers directs the centrepiece film, a surreal, satirical musical set in contemporary Britain.
In Everything Is Fine, everyday Brits dance and sing their way through bleak yet familiar scenarios, echoing headlines that highlight the limitations of the current financial system. The film uses irony and theatricality to contrast the polished surface of “everything being fine” with the underlying challenges people face. The aim is to make the invisible visible, and suggest crypto as a possible part of a more accessible and efficient financial future.
The campaign is supported by OOH placements across London, Manchester and Liverpool, featuring visual loops of the “everything’s fine” mantra. The broader push runs across digital, social and streaming platforms until the end of August.
“We wanted to connect with Brits on a cultural level and show up with a high level of craft and clarity…”, says Coinbase Group Creative Director, Jean Morrow. “The campaign uses humour and a fair amount of dancing to inspire an important conversation: are there alternatives to the existing financial system? And where can crypto fit in to give regular people more options and control?”
“We identified that the true problem in people’s lives isn’t any single thing, but rather the collective resignation we all hold about how things work, or don’t work – the inertia of accepting the status quo,” says Tom Bender, Executive Creative Director for Mother. “Our aim with ‘Everything Is Fine’ is not to dictate, but to offer a suggestion: that there could be an alternative.”
This campaign marks a significant milestone for Coinbase, building on its established reputation for bold creative work in the US market. Coinbase secured its registration in the UK as a cryptoasset business with the Financial Conduct Authority earlier this year, a critical registration to cement a strong position in the UK and unlock ambitious expansion plans for its largest international market.
Brand: Coinbase
Campaign: Everything is Fine
VP, Marketing: Gary Sun
VP, Creative: Michael Tabtabai
Group Creative Director: Jean Morrow
Creative Director: Neil Ramanan
Senior Director, Creative Production: Patrick Marzullo
Senior Integrated Marketing Manager: Sarah Albertelli
Senior Producer: Mystie Pineda
Creative Agency: Mother
Production Company: Biscuit Filmworks x Revolver
Director: Steve Rogers
Producer: Peter Knowles
Founding Partner: Shawn Lacy
Managing Director: Rupert Reynolds MacLean
Executive Producer: Katie Keith
Line Producer: Luke Thornton
Production Manager: Davina Abrahams
Director’s Assistant: James Murray
Director of Photography: Daniel Landin
Production Designer: Robin Brown
Casting Director: Leanne Flinn
Choreographer: Holly Blakey
Dance Casting: Box Artist Management Ltd.
Stylist: Rosa Dias
Service Production Company: Icon Films
Service Production Company Producer: Ileana Anghel
Editing Company: Work Editorial
Editor: Rich Orrick
Executive Producer: Frankie Elster
Post Production: Time Based Arts
2D VFX Supervisor / Lead: Sheldon Gardner
3D VFX Lead: Mike Battcock
Colourist: Simone Grattarola
Post Producer: Chris Aliano
Sound Design: King Lear
Sound Engineer: Jack Segdgwick
Sound Producer: Leo Clayton
Music Company: Mr Pape
Music Composer: Pippa Cleary
Musical Director: Ben Garnett
Orchestration: Simon Nathan
Music Mix: Joe Davison
Media Agency: WPP Media
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