In a market dominated by Big Tech voices and polarized conversations about artificial intelligence, blockchain infrastructure company NEAR is taking a bold new direction with its latest campaign, “Fork That,” created in partnership with Blokhaus agency.
Rather than leaning into the typical hype or dystopian fears surrounding AI, “Fork That” takes a sharp cultural stance: What kind of future are we building, and who really gets to own it? The campaign directly questions who benefits from today’s rapid AI advancements, positioning NEAR as a user-owned alternative to corporate-controlled technology.
At the center of the work is a series of short films that blend the weird, the witty, and the unsettling. With a tone that’s rebellious, self-aware, and refreshingly non-technical, the creative deliberately breaks away from the conventions of AI and crypto marketing—spaces often weighed down by jargon, fear, or inflated promises.
“Fork That” isn’t just a campaign; it’s a cultural provocation. By reframing the conversation, NEAR and Blokhaus aim to spark dialogue about ownership, accessibility, and the role everyday people can play in shaping the AI-driven future.
Jenny Mauric, Creative Director at Blokhaus, describes the approach as a way to cut through the noise: “NEAR’s technology has the power to reshape how the world thinks about AI. That’s a huge conversation to introduce to an audience. We had to narrow. We chose to introduce NEAR by forcing consideration. The films are deliberately offbeat and disarming—built to make people pause and consider what’s at stake. Why aren’t we demanding we ‘fork that’ future big AI has laid out before us?”
With its mix of irreverence and social commentary, “Fork That” positions NEAR not only as a blockchain platform but also as a challenger brand ready to disrupt how tech stories are told.
See full campaign:
