Plus Connect / We Are Social
2023 Webby Award Winner.
When Plus Company launched as a new global network of 25 agencies across five continents, it faced a specific problem: 3,000 employees who had never met each other, many of whom had never touched a blockchain. The concept and the solution came from a conversation between myself and a colleague at We Are Social: make connection itself the medium.
I conceived and built the generative NFT system at the core of the project. Each of the 3,000 employees received a unique artwork rooted in their agency's brand DNA -- a 3D structure that began simple and evolved in real time with every new connection made across the network. When two employees connected, both artworks transformed, becoming more complex and more irreducibly their own. The more connections made, the more intricate the result. Sell the NFT and the artwork is lost forever, the blockchain becoming the permanent memory of the relationship.
The system functioned simultaneously as an artwork, a gamified engagement platform, a live leaderboard, and a practical introduction to Web3 for an audience with zero prior blockchain experience. Employees set up wallets, minted NFTs, and understood digital ownership not through instruction but through direct participation.
25 unique base designs. 23,000 connections made. 19% higher employee engagement than the global benchmark. The architecture was subsequently validated for deployment at a conference of 90,000 people. One of the largest long-form generative art projects ever produced.
