You in, Miami?

FTX partnered with the Miami Heat after securing the arena naming rights deal, and Colormatics was brought in to create a campaign that made crypto feel deeply connected to Miami culture. Rather than creating a standard sponsorship ad, the goal was to introduce FTX to everyday Miami audiences through a campaign that felt local, energetic, and culturally authentic.

Challenge

FTX needed to quickly capitalize on the momentum of its $135 million naming rights acquisition of what became FTX Arena while making cryptocurrency feel accessible to mainstream sports fans. The challenge was avoiding overly technical crypto messaging and instead building something that resonated with Miami’s diverse communities. The production itself was also intense: the team needed to film across eight locations in three days and deliver a final edit within just two days after production wrapped.

Solution

Colormatics built the campaign around hometown legend Udonis Haslem, positioning him as the face of the partnership with the campaign message: “Are You In, Miami?” To reflect the city’s personality, the team filmed throughout neighborhoods like Little Haiti and Coconut Grove, capturing everyone from domino players to beachgoers to show that “crypto is for everyone.” They also featured Flo Rida and his song “GDFR” to amplify the energy and make the spot feel unmistakably Miami. To hit the aggressive turnaround, Colormatics brought its senior editor on set so editing could begin as footage was being captured.

Results

The campaign launched during the Miami Heat opening night and aired at every home game inside FTX Arena, while also running across broadcast, cable, and digital channels. According to the case study, FTX saw a significant increase in brand awareness following launch, and the campaign successfully turned a sponsorship announcement into a culturally relevant moment for Miami audiences.