● Creative Director, OKX

Hi, I’m Hubert.

I’m scaling brand creative with high-impact campaigns and leading world-class teams at OKX, Coinbase, MoonPay, and Chainlink.

lead OKX’s brand design team and the global creator program, with 100+ direct creator relationships including WallStreetBets, Scott Melker, and Anthony Pompliano.
oversaw the next iteration of MoonPay’s brand design system with Adam Ho and hired the team that ran it, lifting brand awareness +90% through a crypto downturn.
ran the creator push behind OKX’s MiCA switch, credited with a $2B lift in 30-day inflows, and directed Coinbase’s first TV commercial for the $COIN listing, 80M+ impressions.

Get in touch See the work

Brand Systems Motion & Design Campaigns & Launches Creative Team Leadership

OKX

550+

Creators onboarded through OKX’s creator program

OKX

~$2B

Lift in 30-day inflows behind the MiCA creator push

Chainlink Labs

500+

Creative assets shipped in one week of live production at SmartCon

MoonPay

Designers and motion artists hired to run the refreshed brand system

MoonPay

+90%

Brand awareness growth during a crypto downturn

Coinbase

80M+

TV impressions — one campaign, 20 networks, 162 airings

Coinbase

$28.5M

Revenue contribution from Coinbase Earn, in one year

YouTube Channels

3.07M

Combined subscribers across seven channels

Selected Work

MoonPay

MoonPay — Director of Creative, Content & Production

MoonPay: Brand Refresh

Oversaw the next iteration of MoonPay’s brand design system, run as a close collaboration with Adam Ho, then built the team that carried it through a crypto downturn. Set the creative direction, kept the process moving across marketing and product, and brought in Web3 design talent and outside partners to raise the standard.

Design system refresh, with Adam Ho

6-person design team, hired and led

+90% brand awareness, in a downturn

Top Google rankings, global

Social YoY: +872% YT · +365% IG · +138% X

The refresh

Type: New type system and the guidelines that govern it.
Identity: Brand identity expression: the elements, the style, and how they get used.
Structure: New grid system, plus new secondary and tertiary palettes.
Social: A social creative system that kept the brand consistent at posting volume.
Motion: Motion guidelines, anchored by the MP_Motion reel.
Team: Hired 3 designers, 1 motion artist, and 2 contract designers, then brought in Web3 talent and outside partners to raise the standard.
Rollout: Carried it into product marketing, enterprise partnerships, and the flagship moments: NFT.NYC, NYFW, Flamengo, Art Basel, Artists in Residence.

Supporting assets

01 / 07

Full systemType · grid · palette · identity · motion

Primary paletteMoonPay Purple, Cosmos, Violet, Mauve, plus black and white

Color pairingsCore and secondary pairings, and when to use each

Utility typefacesJD LCD Rounded, Fake Receipt, Atlas Typewriter

Type pairingsLuna Condensed Black, Luna Medium, Luna Regular

Campaign lockupNow Boarding: the partnership headline system

Applied assetsProduct, partnerships, drops and Artists in Residence

MiCA Deposit Match

OKX — Director of Creative Campaigns & Creator Partnerships

OKX: MiCA Deposit Match

Head up OKX’s global KOL and creator program across AI, prediction markets, and perps, owning the top-tier relationships (WallStreetBets, Scott Melker, Anthony Pompliano). Ran the creator push behind the EEA MiCA compliance switch, pulling users off non-compliant exchanges.

550+ creators, program doubled in two months

5.2M+ views / 300 posts, MiCA push

~$2B lift in 30-day inflows

01 / 10

OKX MiCA campaign asset: MiCA Regulated — **MiCA Regulated**Launch key visual

OKX MiCA campaign asset: Switch to Trust — **Switch to Trust**Brand line, Paris

OKX MiCA campaign asset: Full Control — **Full Control**Account control

OKX MiCA campaign asset: Subway, EU — **Subway, EU**Transit placement

OKX MiCA campaign asset: Street OOH — **Street OOH**Out of home

OKX MiCA campaign asset: €10M Bonus Pool — **€10M Bonus Pool**Offer, Berlin

OKX MiCA campaign asset: Up to €5,000 — **Up to €5,000**Deposit bonus

OKX MiCA campaign asset: 8% on SOL — **8% on SOL**Deposit bonus

OKX MiCA campaign asset: Motif, Column — **Motif, Column**Design language

OKX MiCA campaign asset: Motif, Colosseum — **Motif, Colosseum**Design language

$COIN Direct Listing

Coinbase branding on a Times Square billboard for its Nasdaq direct listing

Frame from Coinbase's Welcome To Crypto commercial

Coinbase — Head of Production, Brand Video Lead

$COIN Direct Listing

Directed Coinbase’s first TV commercial and owned creative for the first crypto exchange to go public, working directly with the C-suite through a pandemic and a last-minute brand refresh. Hired the contractor bench that got every piece of listing content to air.

80M TV impressions / 20 networks

38K new followers on launch day

57.7K YouTube live uniques

Supporting assets

Chainlink Reserve

Chainlink Labs — Head of Production, Brand Design & Content

Chainlink Reserve

Art-directed the Chainlink Reserve launch, the brand’s most-watched campaign to date. The hero asset had a three-day deadline. Built it, iterated, and shipped on time. Leading up to it, built Chainlink’s motion design and video framework from scratch, and finished every piece of the brand’s social creative for 12 months.

5M+ views across channels, Reserve launch

188% YouTube growth in 6 months

Chainlink @chainlink 7 Aug 2025

We’re excited to announce the launch of the Chainlink Reserve, a new upgrade centered on the creation of a strategic onchain reserve of LINK tokens.

4.9M views6,686 likes1,314 reposts

Supporting assets

Reserve launch film on X

Earn & Learn

Coinbase — Production Manager, Earn & Learn

Coinbase Earn & Learn

Owned production and content strategy for Coinbase Earn for a full year. Every token launch carried its own video curriculum, produced back to back against immovable listing dates.

10 launches: ZRX, ZEC, XLM, EOS, DAI, XTZ, OXT, COMP, CELO, ALGO

28 video lessons / 70+ min animation

$28.5M revenue contribution

1M+ new users onboarded

01 / 06

COMP3 lessons

Earn Interest with Compound

OXT3 lessons

What is Orchid?

CELO3 lessons

What is the Celo Platform?

XLM5 lessons

What is Stellar?

ZEC3 lessons

What is Zcash?

ALGO3 lessons

What is Algorand?

SmartCon Production

Chainlink Labs — Live Production, SmartCon

SmartCon Production

Ran live production for SmartCon, Chainlink’s flagship event. Designed all motion collateral: IRL stage animations, hype promos, and livestream assets. Built the on-site pipeline that turned a live stage schedule into finished creative, cut and delivered while the event was still running.

500+ assets shipped in 1 week

5.7M+ views on X

Keynotes · panels · same-day recaps

Supporting assets

Video

Event & campaign film, 2020–2023

Coinbase billboards above Times Square on Nasdaq listing day — **$COIN Direct Listing**Coinbase · Times Square

Coinbase and Boardroom activation at NBA All-Star Weekend — **NBA All-Star Weekend**Coinbase × Boardroom

Crowd at Electric Daisy Carnival for the Coinbase activation — **EDC 2021**Coinbase · Las Vegas

MoonPay Art Basel activation in Miami — **Art Basel 2022**MoonPay · Miami

Models in the MoonPay New York Fashion Week film — **NYFW FW22**MoonPay · New York

Artist Amber Vittoria at work for MoonPay Artists in Residence — **Artists in Residence**MoonPay · Amber Vittoria

Distribution

Creative strategy, production, and distribution

Channels

3.07M combined subscribers

Headline VC — Creative Director, Lead Editor, 1st AC

Straight Lines Campaign

Straight Lines is a seven-part documentary series profiling Headline VC’s portfolio founders, shot on location with each company. Led creative direction, editing, and 1st AC across the production.

01 / 07

EP 011:33

Bianca PadillaCarewell

Separating your personal well-being from your company

EP 022:44

Victoria Li & Andrew RiesenHeard

Investing in your mental health while starting a company

EP 032:28

Wes SchrollFetch

Trust, transparency, and pivoting through challenges

EP 042:22

David SuttonNivoda

Success is rented, not owned

EP 051:58

Ben PfistererZeller

Obstacles are the best opportunity for innovation

EP 062:58

Morgan O’Hana & Jordane GuilyDefacto

What it takes to raise a €198M startup

EP 073:04

Peter ThompsonLucidLink

Defying the odds: from $100K to $20M a year

Noah Kagan — Creative Leadership, Producer, Editor, DP

Noah Kagan (1.18M subscribers)

Grew Noah Kagan’s channel from 33K to over 1M subscribers in 18 months. Produced up to two videos a week end to end (hooks, sound design, color, on-camera direction) and built the post-production standards used across his network of channels.

01 / 08

9.4M VIEWS11:40

Meet The Billionaire that Works a Normal Job

6.6M VIEWS44:14

Asking A Billionaire How To Make $1,000,000

4.0M VIEWS8:49

Asking 80 Year Old Millionaires If It Was Worth It

2.7M VIEWS9:02

Asking Superyacht Owners How To Make $1,000,000

636K VIEWS7:11

How MrBeast Makes $50,000,000 a Year From YouTube

344K VIEWS1:27:34

How To Start A Business In 48 Hours - Noah KaganGuest · Ali Abdaal

174K VIEWS11:36

How To Start A Business While Working A 9 to 5

125K VIEWS10:48

How GaryVee Makes +$200,000,000/Year From 12 Businesses (Part 1)

Midjourney Explorations

12 frames / personal R&D

01 / 12

Collabs

45+ brands across crypto, finance, culture & consumer

Crypto & Web3

Aave Labs
Aptos Foundation
Arbitrum Foundation
Celo Foundation
Chainlink Labs
CoinDesk
Compound Labs
EigenLayer
Ledger
Magic Eden
Ondo Finance
OpenSea
Uniswap

TradFi

ANZ
Broadridge
Deutsche Börse Group
DTCC
Euroclear
Fidelity
Fireblocks
Kinexys by J.P. Morgan
Mastercard
Misyon Bank
SWIFT
Sygnum
Taurus
21.co

Culture & Sport

Clube de Regatas do Flamengo
Inter Miami CF
Live Nation
Madhappy
NBA
Universal
Virgin Atlantic

Consumer & Tech

Alo
Axentwear
Flowcode
Geico
General Assembly
Harmless Harvest
HubSpot
HustleCon
Indiegogo
Smucker’s
Wearhaus
6 Pack Fitness

More Work

28 linked titles

About

I build brand design teams and the systems they ship with: templates, pipelines, and standards that hold up when a campaign is already on a deadline. I came up through production, which is why the work gets made.

Written up in Forbes, Bloomberg, Fast Company, and TechCrunch.

Learning Vietnamese. Picking the alto sax back up. Best work trip so far was NBA All-Star 2022, where I ended up onboarding LeBron’s agent Rich Paul into crypto.

Tools

Craft

After EffectsPremiereCinema 4DFigmaPhotoshop

ClaudeChatGPTMidjourneyHiggsfieldFalGrokBot

Track record

Ran OKX’s global creator program across crypto, AI, prediction markets, and perpetual futures.
Onboarded 1M+ new users through Coinbase Earn & Learn, $28.5M in revenue contribution.
Owned Chainlink’s SmartCon live production: 500+ assets in a week, 5.7M+ views on X.
Shipped Chainlink’s most-watched campaign to date, 5M+ views for the Reserve launch.
Grew a network of seven YouTube channels to 3.07M combined subscribers.

Previously: Coinbase · MoonPay · Chainlink Labs

● Inbox open

Let’s Talk

Creative Director at OKX, based in Miami on Eastern time.

hello@hubertlamela.com

Phone: 650 296 2021
X: @hubie
LinkedIn: in/hubertlamela

Selected Work

MoonPay: Brand Refresh

OKX: MiCA Deposit Match

$COIN Direct Listing

Chainlink Reserve

Coinbase Earn & Learn

SmartCon Production

Video

Distribution

Straight Lines Campaign

Noah Kagan (1.18M subscribers)

On X

Midjourney Explorations

Collabs

More Work

Coinbase

MoonPay

Chainlink

Other Brands

Let’s Talk