Role: Writer, Creative Director

Most NFT projects in 2021 were about ownership. We wanted to make one about rescue.

Rescued was a first-of-its-kind idea: a charitable, NFT-native photography project, with 100% of every sale going straight to Best Friends Animal Society, the country's leading no-kill shelter network. No middle step, no brand halo to protect — just dogs who needed homes, photographed with the kind of dignity they don't usually get in a shelter listing.

I concepted and wrote it. Carlo Van de Roer directed the photography, giving each dog a portrait that felt less like an adoption flyer and more like something you'd actually want to look at, and then buy, because you wanted to help.

It's the project I'd point to if someone asked what I think advertising's for when nobody's forcing you to sell anything.