Almanak came to McGill Productions with a high-pressure brief: launch a DeFi platform in a crowded market while running a live raise on Legion — all within six weeks. The campaign had to do three things at once: introduce a brand, make a technical product understandable, and move two very different audiences from awareness to action.
▶ Watch the Almanak launch film
Almanak was preparing to launch its agentic DeFi platform — a system that lets investors and developers deploy autonomous financial agents on-chain. The launch was tied to a live raise on Legion, the DeFi investment platform, which gave the team a fixed deadline and a clear conversion goal.
The campaign had to reach two audiences in parallel. Retail platform users needed to understand what Almanak does and why it matters. Investors needed credibility, clarity, and a reason to commit ahead of the raise window closing. McGill Productions was asked to build a launch campaign that could do both — and ship it in stages so the Almanak team could publish and build momentum as the raise unfolded.
With six weeks between brief and the raise deadline, pre-production focused on structure. We mapped the full investor journey — awareness, understanding, application, and investment — and split the campaign into three distinct phases: a launch phase to introduce Almanak's mission and product vision, an application phase to walk audiences through the SDK and web app, and an investment phase to build urgency with teasers, deadline reminders, and countdown assets ahead of the Legion raise.
Each phase was scripted and storyboarded with its own arc and tone, calibrated to where the viewer sat in the journey. A distinct creative approach was developed for each audience segment: content that helped platform users understand the technology, and content that gave investors the clarity and confidence to commit.
Production blended cinematic storytelling with functional, educational content — two visual registers held together by a single brand language. The hero brand film established authority through bold typography, confident pacing, and clean motion graphics that signalled innovation without overcomplicating the message. The product walkthroughs combined screen recordings of the SDK and web app with guided UI animations, keeping the product credible to developers while remaining accessible to retail users.
In post-production, pacing tightened through the investment phase, with animated overlays and on-screen typography highlighting deadlines and milestones as the raise approached. Every deliverable was edited, graded, mixed, and exported in 16:9, 1:1, and 9:16 — ready for live release, repurposing, and scale across every major platform.
From early November to mid-December 2024, McGill Productions produced and delivered:
Every asset was delivered across three aspect ratios, giving Almanak and Legion a content system built for live release, repurposing, and ongoing brand growth.
The campaign supported a raise that closed 15× oversubscribed — $7.5m in requested allocation against a $500,000 target. Content drove high engagement across Legion's co-marketing channels and was repurposed across email, web, and social to extend reach beyond the initial raise window.
The campaign was shortlisted for a LENS Award in Best Video Targeted to the Investor Audience, and Almanak returned to McGill Productions for a further campaign in 2025.
“We're very satisfied with McGill's services. Their independent work, quick iterations, and high-quality results freed up our time to focus on other priorities. It's exactly what we needed during our fundraising efforts.”
— Agnes Kocsis, DeFi Research and Growth, Almanak
If you are looking for a campaign that can launch a brand, support a raise, and educate two different audiences at once, get in touch with the McGill Productions team today.
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