The brief.
TIME Magazine's TIMEPieces Web3 initiative partnered with Deepak Chopra and his production company Seva.Love, along with Artifex, to launch The Seven Collection — a 2,400-piece NFT drop celebrating the 25th anniversary of Deepak's bestselling book, "The Seven Spiritual Laws of Success."
The collection featured 73 artists from six continents across five artistic mediums, each asked to interpret one of the Seven Spiritual Laws as an original book cover. TIMEPieces described it as "a connection between the power of art and the power and potential of human beings."
Mel Vera (Vera Natural) joined the effort on Seva.Love's side with 14 days to the mint window and the launch plan still to build. The mandate: mobilize Deepak's audience, brand and distribution; lead GTM from Seva.Love's vantage point; and partner with the TIME team on drop strategy, mint architecture, artist reveals and the impact tie-in.
The scope: TIMEPieces was the top priority — not the whole engagement.
Mel's engagement with Seva.Love covered the company's marketing, partnerships, and ecosystem strategy from the start. TIMEPieces was the highest-priority piece inside that scope because the drop was days away and needed a rescue — but the broader Seva.Love mandate was in play from day one:
- Marketing strategy & process — restructured how Seva.Love planned, briefed, and shipped campaigns so the next drop wouldn't require a two-week rescue
- Partnerships — rebuilt how partners were evaluated, structured, and coordinated across launches, moving from ad-hoc deals to a repeatable playbook
- Ecosystem strategy — mapped Seva.Love's position in the wellness × Web3 landscape, defined who Seva.Love should build with, and set direction for future collections and community activations
The TIMEPieces mandate.
The rest of this case study focuses on the launch itself — the immediate two-week sprint that had to ship before the broader Seva.Love work could take root:
- Mobilize Deepak's full resource stack — audience, brand, distribution, spiritual/wellness partners — into the launch
- Align the partner ecosystem from Seva.Love's side — get all partners aligned on ownership and strategy, clarifying who owned community, press, and technical launch
- Work with the TIME team to strengthen drop strategy, mint architecture, and artist reveal sequencing (with the impact tie-in shaped as a partner-team effort)
- Lead strategy on Seva.Love working with partners to coordinate a three-phase mint: registration Jan 12–14, allowlist Jan 19, public Jan 21
- Deliver a sell-out before the mint window closed on Jan 22
The reveal.
The official TIMEPieces × Deepak Chopra reveal video that launched the campaign. Three-phase mint schedule: Registration Jan 12 · Allowlist Mint Jan 19 · Public Mint Jan 21.
The artists — 73 across 6 continents.
Each artist was given one of Deepak's Seven Spiritual Laws to interpret as an original book cover, working across five mediums (illustration, 3D, generative, photography, mixed media). Structure: 1 red border + 29 white border editions per artist. Red borders were the rarest tier.
The activation strategy leaned on individual artist reveal moments — each of the 73 artists was given their own campaign card, portrait card, and reveal window. That let the campaign compound across 73 audiences instead of scattering across them. Three of the featured artists below:
Amber Vittoria
Forbes 30 Under 30 illustrator. Client roster includes Facebook, Warby Parker, Apple, The New York Times, NBC, Google, Gucci, Condé Nast, Adidas, and Snapchat. Amber's piece drove significant campaign momentum through her established audience of contemporary art collectors.
Rachel Wood
Photographer and AI artist working at the intersection of imagination and technology — bridging photography, AI, and Web3 to expand the horizons of creative expression. Rachel's piece brought a photographic/AI-hybrid dimension to a collection dominated by illustration.
Justin Snead
Storm chaser and photographer from the southeast United States. A traveling healthcare professional whose operating-room patience shaped his signature moody landscape editing style — evoking emotional connection between the artist and viewer. Justin's piece gave the collection a raw, elemental thread.
The other 70 artists included Maalavidaa, Cyber Humanoid, JN Silva, and many more across illustration, 3D, generative, and mixed media. Explore the full collection on nft.time.com →
The approach.
Fourteen days to the mint window. Three partners, three strengths, one collection — and no shared GTM tying them together. Each partner brought something distinct: TIMEPieces' editorial reach and crypto-native brand, Artifex' NFT infrastructure and collector network, and Seva.Love's access to Deepak's wellness audience — the following whose values most closely mirrored a collection built on the Seven Spiritual Laws. The launch plan for turning that combined reach into a coherent GTM wasn't yet built, and January 22 wouldn't wait for a reset.
Working from Seva.Love's side, Mel rebuilt the GTM around a single audience insight: the wellness-curious Web3 collector — someone in crypto who wanted meaning beyond speculation. Every partner activation and every artist reveal was aligned to that audience — inside a two-week execution window.
- Aligned the partner ecosystem — got Seva.Love, TIMEPieces, and Artifex on shared ownership and strategy: who owned community, press, and technical launch, with Seva.Love's audience at the center
- Mobilized Deepak's audience, brand and distribution — brought his wellness following, spiritual/wellness partner network, and personal media reach into the drop, giving Seva.Love the leverage to shape the whole campaign
- Partnered with the TIME team on launch mechanics — drop strategy, mint architecture, and artist reveal sequencing, worked end-to-end with TIMEPieces' editors and producers
- Activated the community as a live campaign — daily Twitter Spaces with artists, TIME editors, Seva.Love leadership and Deepak; free public meditations with Deepak pre-drop; Deepak-led video assets that ran across Seva.Love, Deepak's own audience, and TIMEPieces' feeds simultaneously; a "Share an Act of Love to Win an NFT" giveaway that turned mint hype into user-generated content; and a shift from Discord-first to newsletter-first to meet Deepak's audience where they already were
- Made the artists the story — individual reveal moments for each of the 73 artists (Amber Vittoria, Maalavidaa, Cyber Humanoid, JN Silva, and 69 more) so the campaign compounded across 73 audiences instead of scattering across them
- Three-phase mint architecture — Registration (Jan 12–14) → Allowlist Mint (Jan 19) → Public Mint (Jan 21). 0.077 ETH per piece, max 3 per wallet. Red-border holders got automatic allowlist access, plus a private meditation with Deepak; the utility layer also included a signed physical book raffle, 3D TIMEPieces logo airdrops via Artifex, and an on-chain art catalog for Genesis holders who minted 3+
- Impact tie-in shaped by the partner team — Seva.Love, TIMEPieces, and Artifex jointly directed 1% of primary sales to the NeverAlone Mental Health Initiative, aligning the collection's message with a real outcome instead of just a drop
The collaborator: Deepak Chopra.
Deepak Chopra MD, FACP is founder of The Chopra Foundation — a non-profit entity for research on well-being and humanitarianism — and Chopra Global, a modern-day health company at the intersection of science and spirituality. He's a world-renowned pioneer in integrative medicine and personal transformation. The 25th anniversary of his bestselling book The Seven Spiritual Laws of Success was the anchoring occasion for the collection.
The results.
The mint window opened January 19 and was scheduled to run until January 22. It closed early — the entire 2,400-piece collection sold out in 3 days.
- 2,400 NFTs minted across the three mint phases at 0.077 ETH per piece
- Sold out in 3 days — mint window closed early with the entire collection cleared
- 73 artists activated — every artist got an individual reveal moment; the campaign compounded across 73 audiences instead of scattering across them
- Three-partner alignment held from launch through close — Seva.Love, TIMEPieces, and Artifex shipped and closed with no post-mint friction
- Deepak's wellness audience converted into Web3 collectors — a first-of-kind bridge from mainstream wellness into NFTs for the Chopra brand
- Live at nft.time.com · secondary market on OpenSea