Dice Man NFT Campaign
NFT x Casino Branding｜Social Activation｜Spec Thinking
Quick Project Info
Role: Creative Concept / Visual Design/Co-Creative Direction(in collaboration with the marketing team)
Client: ELDOAH (iGaming Brand)
Year: 2021
Tool: Photoshop
Deliverables: NFT Artwork, Visual Assets, Design Direction
Project Overview
I collaborated with the marketing team at ELDOAH to design Dice Man, an NFT character that reflects the brand’s luxurious, high-stakes positioning. While the campaign mechanics were led by the marketing department, I provided the core creative direction and executed the full visual identity of the asset.
Challenge & Solution
Challenge
As NFTs were gaining popularity, the iGaming sector had yet to explore their potential. Together with the ELDOAH marketing team, we aimed to experiment with a new format that could generate organic visibility and spark conversations on Twitter — without relying on paid ads.
Collaborative Solution
Co-developed the concept of using NFT avatars as a user identity mechanic with the marketing department
Took creative lead in designing a surreal, luxury-inspired NFT character (Dice Man) aligned with ELDOAH’s brand values
Built visual assets optimized for Twitter avatars and OpenSea displays
Supported the team in shaping a user flow where avatar change became the trigger for reward activation
Spec-Driven Design Thinking
| Category | Detail |
|---|---|
| Visual System | Dice as head, suit as status — reflecting luxury & gameplay symbolism |
| Format Specs | 1:1 square layout optimized for Twitter & OpenSea avatars |
| Cross-platform Compatibility | Avatar use across Discord, Twitter, and wallets |
| Viral Hook | Avatar switch as social proof & activation |
| Measurable Impact | Countable mentions, avatar visibility, organic reach |
Campaign Flow
- Users deposited a threshold amount to receive the NFT
- Users were required to change their Twitter avatar to validate the reward
- This mechanic triggered a wave of branded avatars on crypto Twitter
Outcome
- First NFT-driven identity campaign in the iGaming sector
- Twitter profile visibility spike over 4 days
- Reinforced ELDOAH’s premium yet innovative positioning in a crowded market
- Although we did not track formal metrics, the campaign’s impact was clearly visible through avatar usage trends and user discussion. It also laid the groundwork for future identity-based campaigns within the brand’s marketing roadmap.
