$180K in 5 Hours

A phygital NFT collection built around Julien Durix's iconic Paintbrush sculpture. Durix is a French contemporary artist exhibited in Bartoux Galleries across NYC, Miami, Paris, London, Monaco, and Singapore. His rating grew from $1K to $35K over eight years.

The concept: 3D scan the Paintbrush sculpture and use algorithmic generation to create a unique digital collection. The visual identity, traits, and artwork drawn on each NFT were inspired by Durix's 'Like a Boss' aesthetic. The goal was to bridge two worlds: bring traditional art collectors into Web3 while giving NFT collectors a gateway into physical fine art. The collection lives at juliendurixnft.io.

I proposed the burn-to-redeem mechanic to Julien. Holders could burn their NFT during specific windows to claim an original physical artwork. Digital asset in, physical art out.

This was novel at the time. It created a genuine link between the digital collection and Durix's physical work, and gave collectors a reason to hold long-term rather than flip.

12 months of execution. A team of 8+ people across art direction, smart contract development, marketing, PR, community management, and 3D production.

My role: Lead Strategist and Project Manager. Coordinated the full pipeline from concept to sold-out launch. Art direction with Julien, smart contract scoping with developers, marketing timeline, community building, PR outreach, and launch day operations.

Tony Parker joined through mutual connections. Julien was already involved with Tony's foundation. When we presented the project, his team saw the fit immediately: the project included a charity component benefiting the foundation.

Tony came on as the project's celebrity partner, bringing credibility and reach to both Web3 and traditional audiences. He joined us on stage at Binance Blockchain Week Paris 2022 for the 'Bringing Pop Art to Web3' panel.

$180K in revenue in 5 hours. 700K+ reach. Sold out. The sell-out was not a given. This was uncharted territory: traditional fine art collectors buying NFTs. The result validated 12 months of work.

Most holders did not flip. We built a small but loyal community of collectors who held their NFTs until the last burn window in early 2026, three years after the mint. In a space where most projects lose their community within weeks, Like a Brush holders stuck around for years.