At Coinbase, the Creative Operations team has rewritten how in-house creative campaigns are imagined and delivered, especially in the age of AI.

For their latest major US and UK campaigns, Patrick Marzullo reveals how AI served as a silent accelerator during the pre-production phase. But human craft, culture-building, and hands-on production made the final work impossible to ignore. 

(It’s There but Not Intrusive)

Observations:

At first glance, the Grateful Dead and Creative Operations might seem like strangers. But the band built one of the most resilient, adaptive, creative ecosystems in modern history. They mastered the art of creating ‘Freedom Within Frameworks’.  

Embracing ‘Freedom Within Frameworks’ helps Creative Ops teams spark innovation while staying on track.