Web3, Product, & Platform Leadership...

An a16z PortCo, Setter was built to power identity-driven experiences across Web3.

As CPO and Co-Founder, I led product strategy and execution—from architecture to UI to partnerships—turning wallets into access keys, not just storage.

A user likes, shares, or RSVPs to a drop, post, or event. This action signals intent to participate and starts a trust path between fan and creator/brand.

→ Behind the scenes, an NFT credential is issued, marking the user’s proof-of-intent.

When the event or product drop happens, users with RSVP credentials in their wallet can connect via Setter and unlock access to exclusive content, merch, tickets, or rewards.

→ No new sign-up. Just real fans proving they’re in.

Those who showed up early and proved intent now gain access—whether through a Shopify-integrated storefront, exclusive gated link, or token-enabled interaction.

→ No need to guess who’s real. The data’s already onchain.

 Setter began as a lightweight mobile app for RSVP-based access. But as we built, we recognized a deeper opportunity: create a portable access layer that could work across any ecosystem—not just inside one app.

This led to the development of the Setter Pass—a headless, composable access token that could operate across storefronts, events, DAOs, and even offline experiences, all without requiring users to sign in again or mint redundant assets.

Setter Pass was architected using the DN-404 standard, enabling it to function as both an ERC-20 and ERC-721. This hybrid approach allowed the Pass to be used in smart contract logic (like staking, delegation, or governance) while still holding metadata, art, and onchain badges.

This dual structure gave users one asset that was both readable and programmable, acting as a wallet, key, and identity layer all in one. It also allowed for token upgrades, modular perks, and dynamic interactions without fragmenting ownership.

 Every Setter Pass also served as its own tokenbound wallet, in line with [ERC-6551]. Users could “boost” or customize their pass by adding skins, badges, rewards, or achievements—each one a separate token, composable and swappable.

This enabled an entire inventory system inside a single asset—ideal for gamified communities, loyalty programs, or onchain fandoms. It also future-proofed the Pass for integration into other platforms, games, and marketplaces.

 Rather than lock users into a closed ecosystem, Setter Pass was built to move with them—serving as a passport across chains, storefronts, and experiences. Brands could reward past engagement, fans could prove history, and users could own their role in any journey.

It wasn’t just an NFT. It was a living credential—growing, adapting, and evolving with its holder. And because it worked without requiring a centralized app, it opened doors for brands, builders, and communities to create access anywhere.

BLOCKS was founded to help artists, brands, and communities launch digital collectibles with real impact. As Co-Founder and CPO, I led both product and creative strategy—building tools that went beyond hype to enable sustainable, modular engagement in Web3.

We developed frameworks for IP licensing, modular drop mechanics, and cross-brand storytelling—giving creators and collaborators shared infrastructure to experiment and grow.

BLOCKS wasn’t just about collecting—it was about curating, customizing, and sharing. Think Animal Crossing meets onchain culture—users could build personal spaces, showcase their favorite items, and visit others’ digital “lots.”

We prioritized intimacy and exploration over scale for scale’s sake. Each BLOCKS world was a small, cozy space designed for creative self-expression and social connection, not endless scrolling. It was a platform that made Web3 feel personal.

 As Head of NFT Product at Curio Digital, I led the development of collectible drops and fan engagement tools for major IPs like American Psycho, Heavy Metal, Mars Attacks, Scott Pilgrim, American Gods, and Serj Tankian.

I helped launch Curio Rewards, a loyalty program enabling fans to earn branded points through activities like purchasing, trading, and holding NFTs. These points could be redeemed for exclusive content, raffles, and experiences, fostering deeper engagement within the community.

Developed Curio X, an initiative to support independent NFT creators by providing them with a platform to launch their projects. This program expanded Curio’s ecosystem, allowing for a diverse range of content and fostering collaboration between established brands and emerging artists
 

At Curio Digital we helped pioneer new fan engagement strategies by integrating digital collectibles with real-world experiences. Collaborated with major IPs like American Gods and Scott Pilgrim to create NFT drops that offered fans unique ways to connect with their favorite franchises.
 

Co-developed a satirical, culturally aware generative NFT collection that resonated with early Web3 communities. 

Working with OSF, the Great Mando, Pop Mhan, & Hype

Contributed original art and collaborated on the trait architecture, ensuring visual cohesion and metadata variety across thousands of outputs.

Helped shape the project’s tone and visual identity, aligning humor, collectibility, and community engagement into a unified drop experience.

I launched A CC0 generative art collection with thousands of unique dungeon-crawling characters on OpenSea.

Encouraged open participation: made the IP Creative Commons Zero, allowing the community to remix, expand, and profit from spin-off creations.
 

I Released GEN 2 through Curio Digital with upgraded metadata, enhanced rarity traits, and collectible packaging—pushing the boundaries of Web3 storytelling and presentation.

Portion.io Drop | BTC

This is the first in a 10 piece series.

Portion.io Drop | ETH

This is the second in a 10 piece series.

This 4156 and ape-themed artwork was sold at the first-ever exhibition of the 4156 collection on 4/20/2021. They were displayed on the rooftop of 2 Deci Gateway in Cryptovoxels during the exhibition, and auctioned on OpenSea.