The fastest way to explain something new is to contrast it with something familiar. Everyone knows what a physical mining machine looks like loud, bulky, wired up, taking over someone's space. So we leaned into that image. Not to mock it, but to use it as the setup. We mapped it out early the tone, the environment, the contrast between old and new. Relatable apartment. Everyday people. One situation that makes the product feel obvious by the end. The story came together quickly once the visual language was locked. A guy on his couch, lights start flickering. He looks around confused, slightly unsettled. Gets up. Something's wrong, or at least that's what it feels like.