Scott Martin's career was thriving when he ventured into Web3. As Burnt Toast (note: Burnt Toast is the working alias of Canadian illustrator, designer, animator and muralist Scott Martin), he found something different in NFTs, not just an art platform, but a way to build community and control the creative process.
As the artist and co-founder of the iconic project Doodles, Scott has helped shape the visual language and community spirit of the NFT space. Now, as the brand's new CEO, he will lead the brand into a new chapter: one defined by real-life spaces, physical products, community-first tokens, and a brand new AI platform called DreamNet.
We sat down with Scott to discuss everything from permanent design to the challenges of translating Doodles' iconic palette into physical merchandise and why creative clarity is more important than ever.
Note: This record has been edited for length and clarity.
OpenSea: Before venturing into Web3 and NFTs, you had a very successful career as an illustrator and animator, when did you realize this would be a great platform for your work?
Scott Martin: Indeed, my career was thriving. I had an impressive list of companies in my contacts and a glossy portfolio. But in the long run, I felt like I had reached the limit as a freelance artist. I could only do it for so long. I controlled the entire process, from managing inbound inquiries, creating art, providing feedback, typesetting, to delivery. And my clients were the biggest they could find: Google, Samsung. I charged the highest fees I could.
I hit a bottleneck. Unless I grow a few more arms, I'm going to burn out. And there was a huge gap between the work I was proud of and the work those companies were showing off, as if it was theirs. Which is fine, but according to the contract, I couldn't even add some of it to my portfolio. I used to work at Facebook. In fact, when I joined, they told me directly: 'The first rule of working at Facebook is don't talk about working at Facebook.'
So it's kind of the opposite of celebration. I like creating work and I like having it seen, but the only way to maintain that status is to stay in touch with these big clients until NFTs came along, and people celebrated art purely for art's sake.
I always thought that to get that kind of recognition, you had to either sell paintings or become a famous traditional artist. Digital was too modern for me. In the past, the only way to sell digital art was through prints, which immediately became copies. NFTs changed everything. Suddenly, I could sell my own published originals. People bought because they liked the artwork. I was completely fascinated.
OpenSea: That makes perfect sense, especially considering you've worked at highly centralized companies, this transition feels natural.
Scott Martin: I haven't done a freelance project since then, I wouldn't have believed you if you told me that back then.
OpenSea: What drew you to choose blockchain as a medium? Besides wanting to own your work, what was it about the technology that made you think 'it will be forever'?
Scott Martin: Yes, I think it comes down to ownership. I once heard someone say: 'If you throw your iPhone into a lake, are you more worried about the phone itself or the photos inside?' That stuck with me. It's about what we value, and blockchain is like iCloud, but it's permanent and transferable.
I've always been interested in new technologies and wondering how art could make new technologies less intimidating. And seeing how the community can push technology forward with you? That was also one of the reasons I could no longer ignore it.
OpenSea: What were your, Evan, and Jordan's initial visions for Doodles? How much do those visions still matter today?
Scott Martin: Early on, many series deliberately seemed out of place, leaning towards a specific group. My artwork has already proven to resonate with global culture and big brands, so we focused on creating a far-reaching and widely loved series.
One innovative initiative we launched back then was what we (previously) called the 'Doodles Bank'. Half of the royalty revenue was deposited into a community fund. We not only built a community, but we also empowered it. This collection was popular, and our commitment to quality art was also critical.
I remember seeing a rotating Ethereum logo on the Foundation website that sold for a few ETH. People were so excited about the technology that they forgot about excellent artwork. I thought, what if we had both? To this day, everything I just mentioned still applies to Doodles. Our goal is to be loved by everyone. We have a sense of humor and are truly committed to empowering our community.
Of course, things have changed. What started as three internet nerds has now grown into a full-fledged business. We have board meetings and phone calls with McDonald's CMOs. Things have become very serious, but its soul has never changed.
OpenSea: It feels like it's both adding infrastructure and preserving the essence, which is rare and impressive.
Scott Martin: Thank you, you said exactly what I've been trying to say, and you expressed it more clearly.
OpenSea: I think that's what makes it so lovable, it's hard to retain the early spirit while expanding, when did you realize that this brand could transcend NFTs and extend into retail and experiences?
Scott Martin: I think the brand is authentic enough to translate across mediums, whether it's physical merchandise, social media, or brand collaborations, its design language and what we call 'cynical fun' are still clearly visible.
Perhaps the moments that really moved me were the parties and events. Seeing a huge social turnout is exciting, but in the end, it's just numbers on a screen. When you meet someone in real life who has been impacted by something you've built, the feeling is completely different. That moment was like that, these people all have their own stories, and this project is part of their story, it changed everything.
OpenSea: Yes, having people show up in real life is a signal of something deeper.
Scott Martin: They are all real people, impressive, not just usernames! They've also worked at Apple and some other great companies, which made me want to do everything I could to make this happen.
OpenSea: So, what unexpected lessons did you learn in the process of launching physical products? What are the significant differences between bringing Doodles into the physical world and launching NFTs?
Scott Martin: Yes, of course, it depends on the product we're discussing. But one of the biggest challenges is that Doodles is essentially a 2D project. It has floating eyes and some small details that make people feel like they can own them. Transforming that into a 3D effect is definitely a challenge.
Another important thing is to predict the future. Like vinyl dolls produced in Hong Kong, the production cycle is usually eight months long. From design to painting, packaging and shipping, the whole process takes time. So, what you design today still needs to feel relevant and exciting eight months later.
OpenSea: You really have to commit when you place an order.
Scott Martin: That's right, you can't just rely on currently popular memes to make decisions, because eight months later, people will say, 'Why would I want this?' We're used to thinking long-term because permanence is the cornerstone of NFTs. We often talk about avoiding current technology in art creation, just like old Blackberry phones in movies instantly become outdated. We want our work to be timeless. We tend to lean towards 'cassette futurism' and other elements that don't tie us to a specific moment.
Color is another cornerstone. We are very strict about hex codes and Pantone swatches. If a merchandise printer sends you a sample, you must strictly control the color. Some people may not notice, but I can spot a mismatched color at a glance. Consistency and quality are crucial.
OpenSea: I was recently talking to another artist who said, 'I hate printing my work because no printer can print the right work.'
Scott Martin: It's the bane of our existence, especially green. The CMYK model just can't handle it. Our pastel tones get mixed with some murky olive greens, which is disgusting. But the fight is worth fighting. We have Pantone swatches, we do physical proofs, we take photos with swatches on our iPhones - we do everything. Even when painting for events, we spend hours at Sherwin-Williams picking the right colors. It's much more laborious than I expected, but it's important.
OpenSea: Absolutely, Doodles' colors are instantly recognizable, and clearly that dedication has paid off.
Scott Martin: Thank you.
OpenSea: Changing the subject - what do you think is the difference between making products for crypto-native users and mainstream users? Especially now that Doodles' influence has extended far beyond Web3.
Scott Martin: We've always insisted on excellent art and compelling storytelling. This resonates with both sides. Technology is the watershed. Some people are still averse to terms like 'NFT' or 'cryptocurrency,' but we've never shied away from the fact that we're building with this technology, despite its undue controversy.
I think people are just afraid of change. To me, NFTs were and still are a great opportunity for digital artists. Maybe for a while, hating NFTs became trendy, but we ignored that, which is why we keep showing up and creating great work. That's why brands like McDonald's are coming back. We're on their cups. If you keep showing up, people will eventually buy in.
OpenSea: You put that perfectly, so you recently took over as CEO, what prompted you to make that decision? What does 'returning to the essence of Doodles' mean to you?
Scott Martin: The reason I took over as CEO is because I felt like we needed to realign. The vision is still there, but I wanted to make sure the execution matched the original intention. Returning to the essence means creativity first, community first, and not overcomplicating what makes Doodles unique. In practice, this means a more agile team, faster decision-making, more direct communication, and putting art back at the center of everything.
I'm often called the 'artist CEO' - but I think it's important to say that I'm a founder CEO, I just happen to be an artist. I understand the brand from every angle. I've seen what works and what doesn't, and my intuition is pretty reliable. I know what we need to do next.
I'm so grateful for Julian's contributions. He's been a lifelong friend. He helped build the infrastructure, while also protecting our soul, but I do feel like we were trying to cater to everyone's needs, and in the process, we started to dilute the brand's impact. We're not for kids. If we try to be adult-humorous, while also being 'safe for kids,' then we end up with something that's useless to anyone.
OpenSea: Exactly, people think that if they just remove some elements, they can make something 'kid-friendly,' but the result is often that no one likes it.
Scott Martin: That's right, I call it the 'futon effect', we want to be both a bed and a sofa, but we can't do either well, so I've always focused on choosing one path, clarifying our voice, and sticking to it.
OpenSea: Thanks for your candor, so let's talk about the token, you said Doodles is a brand, not just an NFT project, how does DOOD help build this brand?
Scott Martin: It's not just a token, it's an unlocking mechanism, it promotes participation, it's a way for the community to engage, profit, and control the world, it connects the digital and physical worlds, rewards participation, funds creativity, it makes the brand more interactive, more dynamic, it's a tool to empower holders, not just a speculative asset.
OpenSea: Beyond governance, what other ways do you envision people using it?
Scott Martin: DOOD is the next evolution of our brand. It's a natural fit with our creativity-first and community-first ethos. Now, with the new AI protocol DreamNet powered by DOOD, our community will have the opportunity to co-create with us.
DreamNet is one of those big platforms. It’s a self-assessed story-building platform with AI characters and Doodles is the first universe being explored through it, but it’s not just limited to our IP. It’s a broad platform and will welcome new communities, It’s a great use case for the token, and one of many.
OpenSea: Why does now feel like the best time to launch a token?
Scott Martin: We've always wanted to issue tokens, but until recently, the relevant laws in the United States made it difficult. Now, the regulatory environment has changed, and the world is catching up. We're excited to showcase the most authentic face of such a project.
Tokens also allow people to bet on the brand and drive its growth without holding our more expensive NFTs. Doodles has grown, 10,000 NFTs may no longer be enough, tokens allow more people to participate in a non-dilutive way.
OpenSea: Great! Thank you so much, Scott, it's been a pleasure meeting you.
Scott Martin: Me too, have a great day.
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