“The internet has brought the marginal cost of distribution to zero, and AI now brings the marginal cost of creation near zero as well. When all of these costs are brought to zero, what becomes the moat where value aggregates? Unique and original ideas.”
From “What is IP?” — brand narrative
I joined Story fresh and was immediately embedded in the mainnet push. The challenge was twofold: build narrative momentum in the weeks leading up to launch, then sustain it through and after go-live. Every piece of content had to serve a larger story,that this network was ready, that builders were already shipping, and that the thesis behind Story was worth paying attention to.
The work spanned three concurrent tracks:
- narrative content and video production
- ecosystem and partner launch coordination
- social distribution and positioning
Narrative & Video
Produced and shipped 7 videos across the launch window, including 3 flagship narrative pieces: a thesis film (“Believe in IP”), a network debut, and a launch-day film. Each was designed to make Story’s vision legible to both technical and non-technical audiences, and give the community something to rally around. The remaining videos supported key partnerships and celebrated the community that helped get the network to this point.
“We weren’t the first to think, yet we were the first to think about thinking, to question what intelligence really is, to dream about creating it ourselves.”
From “Welcome to Story” — launch film
Ecosystem Coordination
Managed the rollout of 8 partner marketing moments, timed to build momentum into launch day and demonstrate that apps were already live on the network. This required cross-functional coordination with partner teams, sequencing announcements so each one landed with impact without stepping on the next.
Social & Positioning
Owned narrative refinement across Story’s social channels, writing and framing marquee threads and launch-day messaging. The social strategy was designed to frame mainnet not as a technical milestone, but as a movement,grounding the launch in Story’s broader thesis around intellectual property and the open internet.