Bitfury Clarke. Measured by success

Border Zero created a science-fiction naming system for Bitfury hardware and introduced the Clarke mining chip with a film about judging performance rather than physical size. The campaign reframed a technical comparison around the chip’s work and return on investment. Launched in September 2018 in English, Chinese and Japanese, the film supported trade shows and direct sales. The subsequent Tardis mining machine also used the studio’s naming system.