Gemini Returns to Wall Street With a Vision for the Future of Finance

Crypto and legacy finance have historically clashed, with traditional banks debanking crypto companies and prominent financial leaders urging caution around blockchain technology. In recent months, this direction has reversed, and crypto is now a recognized asset class.

Now, more than a decade since our founding, Gemini is returning to the heart of New York’s financial district with a new series of billboards—reminding Wall Street that the next generation financial system is here to stay. With Mars-inspired imagery created from Dune fiction author Matt Griffin, the campaign reminds us that crypto remains the payment mechanism of the future.

The new placements on Wall Street build on our “Go Where Dollars Won’t” campaign, which challenges the boundaries of traditional finance and encourages users to enter the next era of personal, financial, and creative freedom. This campaign evokes memories of Gemini’s 2019 Wall Street debut, where we cemented our reputation as a trusted and regulated crypto exchange.

Five years later, Gemini has produced a decade-long track record of helping people buy, sell, and securely store their digital assets. We’ve pioneered robust security, transparent compliance, and institutional-grade custody—creating the infrastructure others once said wasn’t possible.

And the crypto ecosystem has matured with us. Policymakers are advancing clearer crypto legislation, and blockchain guardrails are becoming a feature of the space. Institutions have embraced digital assets. The narrative has changed.

Our scene of a futuristic lunar carnival at 23 Wall Street serves as a visible marker of that shift. In a place where crypto was once dismissed, Gemini has staked our seat at the table.

Go Where Dollars Won’t!
Team Gemini