Brand New partnered with Doodles, a community-driven collection of NFTs, during NFT NYC to lead content strategy and capture. The activation centered around Record Producer, Singer, and Songwriter, Pharrell being revealed as the new Chief Brand Officer of Doodles.

This was also a big moment for the Brand since it was the first time that Doodles presented itself as a brand in the web3 space. Brand New acted as the lens and content capture arm throughout the retail pop-up and concert experience, which included a special performance by the popular electronic music duo, The Chain Smokers.