Doodles NFT Project Announces Leadership Change as Founder Returns as CEO

TLDR:

• Scott “Burnt Toast” Martin, original Doodles artist, has replaced Julian Holguin as CEO of the Ethereum NFT project Doodles, marking a shift away from corporate partnerships
• Under Holguin’s leadership, Doodles secured major collaborations with McDonald’s and Adidas, plus brought on Pharrell Williams as chief brand officer
• The project launched in 2021 at $462 per NFT and reached a peak floor price of $57,000 in May 2022
• Pharrell Williams will continue as chief brand officer despite the leadership change
• Martin hinted at potential future developments, including a possible token airdrop teased in December 2024

Doodles announced a leadership change as original artist Scott “Burnt Toast” Martin takes over as CEO, replacing former Billboard executive Julian Holguin. The transition marks a return to the project’s artistic roots after a period of corporate partnerships and mainstream collaborations.

Martin, whose colorful and whimsical artwork helped establish Doodles as a premier NFT collection, announced his new role through a post on X (formerly Twitter). He outlined his vision for the project’s future, emphasizing a return to the authentic approach that initially attracted collectors to the brand.

The project’s journey began in October 2021, when Doodles NFTs were first released at a mint price of approximately $462 worth of ETH. The collection’s popularity grew rapidly, with the floor price reaching an impressive peak of nearly $57,000 in May 2022, demonstrating strong market demand for Martin’s distinctive artistic style.

i am stepping in as CEO of doodles

we’re moving to a vision with a strong bias for risk, disruption, radical transparency and the authenticity that made us who we are in the first place

ideas transform societies. today, the disruptors come in many forms: NFTs rewriting… pic.twitter.com/Mk7G22vTMI

— burnt toast (@burnttoast) January 28, 2025

During Holguin’s tenure as CEO, Doodles pursued an aggressive expansion strategy focused on mainstream adoption. The project secured partnerships with major brands including Adidas and McDonald’s, with the McDonald’s collaboration launching a “GM Spread Joy” campaign featuring custom cups and digital collectibles.

One of the most notable achievements under Holguin’s leadership was bringing musician Pharrell Williams on board as chief brand officer. A Doodles representative confirmed that Williams will maintain his position through the leadership transition, ensuring continuity in the project’s creative direction.

The McDonald’s partnership, which began in late 2024, represented a major push into mainstream consumer awareness. The collaboration included custom-designed cups featuring Doodles’ characteristic pastel artwork, along with digital collectibles and co-branded merchandise available to customers.

In August 2024, Doodles partnered with Adidas for a limited-edition collection of virtual swag packs that could be redeemed for exclusive physical apparel. The collaboration offered various purchasing options, with pack prices ranging from $4.99 for single items to $374.99 for larger bundles.

The project also expanded its digital offerings during this period, launching a second series of customizable NFT avatars and acquiring an animation studio to enhance its content creation capabilities.

According to a Doodles spokesperson, the departure of Holguin was a mutual decision, aligned with the project’s broader strategic shift. The representative acknowledged Holguin’s role in building strong foundations for the project’s growth.

Martin’s return to leadership comes with a clear message about the project’s future direction. In his announcement, he stated, “The extractive corpo era of Doodles is over,” indicating a move away from corporate partnerships toward a more community-focused approach.

The new CEO emphasized the importance of risk-taking, disruption, and transparency in his vision for Doodles. His leadership style appears to align with a broader trend in the NFT space, where projects like Bored Ape Yacht Club and Cool Cats have similarly returned to crypto-native leadership.

The market response to the leadership change has been relatively stable. The Doodles NFT floor price showed minimal change in the immediate 24 hours following the announcement, while maintaining a 6.62% increase over the previous week to reach $13,501.

Martin has hinted at upcoming developments for the project, posting cryptic messages that suggest a possible token airdrop. This potential move would follow similar strategies employed by other NFT projects like Pudgy Penguins and Azuki, which launched their respective PENGU and ANIME tokens.

The timing of these future initiatives remains undisclosed, though Martin indicated that “big things are cooking” for the project under his leadership.

The current floor price of $13,501 represents a stabilization point for the collection, showing sustained value despite market fluctuations in the broader NFT space.