Blockchain Creative Labs, unsurprisingly, deals in blockchain technology, specifically the creation of non-fungible tokens, or NFTs. They were seeking a creative partner to amplify their brand voice as they introduced the masses to the mysterious world of cryptocurrency. As a subsidiary of FOX Entertainment, Blockchain rubbed elbows with artists, actors and various other celebrities whose likeness might make a profitable NFT.

When NFTs first appeared in the public eye, laymen everywhere struggled to understand the allure. Have you ever wanted to own something that doesn’t exist? Now you can. Even better, you can buy it with money that theoretically also doesn’t exist.

That’s the thing with crypto—it’s cryptic. It’s difficult to explain to the average person. And celebrities aren’t famous for having a ton of spare time, so Blockchain’s message needed to be bolstered with intrigue and simplicity for maximum impact. Enter punchy headlines.