Scott Martin’s career was already thriving when he stepped into web3. As Burnt Toast, he found something different in NFTs. Not just a platform for art, but a way to build community and take ownership of his creative process.

As the artist and co-founder behind the iconic project, Doodles, Scott has helped shape the visual language and community spirit of the NFT space. Now, as the newly minted CEO of the brand, he’s taking the reins as it continues into its next chapter: one defined by IRL spaces, physical products, a community-first token, and a new AI platform called DreamNet. 

We sat down with Scott to discuss everything from designing for permanence to the challenges of translating Doodles’ iconic color palette into physical goods, and why creative clarity matters more than ever.

‍Note: This transcript has been edited for length and clarity.

OpenSea: You had a really successful career as an illustrator and animator before getting involved in web3 and NFTs. What was the moment you realized this could be a great platform for your work?

Scott Martin: So it's true. I had a thriving career, some impressive companies in my Rolodex, and a shiny portfolio. But long-term, I felt like I was maxed out as a freelance artist. I could only do it for so long. I owned the whole process from managing the inbound, doing the art, the feedback, the formatting, the deliveries. And the clients were as big as they could get: Google, Samsung. I was charging the highest premium I could.

I hit a ceiling. Unless I grew a couple more arms, I was maxed out and tired. Plus, there was a disconnect between the work I was proud of and seeing these companies parade it out as if it was theirs. That was fine, but I couldn’t even add some of it to my portfolio contractually. I worked for Facebook, and actually, when I joined, they literally told me, "The first rule of working at Facebook is you don’t talk about working at Facebook."

So it was kind of the opposite of celebration. I loved creating work and having it seen, but the only way to sustain that was to stay on the same circuit with these big clients until NFTs came along, and people celebrated the art just for the art.

I always thought if you wanted that kind of recognition, you had to sell paintings or be a notable traditional artist. Digital just felt too modern for that. And the only way to sell digital art used to be to print it, which immediately made it a reproduction. NFTs changed that. Suddenly, I could sell originals, published by me. People were buying it because they liked the art. I was hooked.

OpenSea: It makes so much sense, especially given your background working with very centralized corporations. The transition feels natural.

Scott Martin: I've never done a freelance project since. I wouldn’t have believed that if you told me back then.

OpenSea: What drew you to blockchain as a medium? Beyond wanting to own your work, was there something specific about the technology that made you think, “This is forever”?

Scott Martin: Yeah, I think it comes down to ownability. I once heard someone say, "If you throw your iPhone in a lake, are you more upset about the phone or the pictures on it?" That really stuck with me. It’s about what we value, and blockchain felt like iCloud, but permanent and transferable.

I’ve always been interested in new tech and how art can make it feel less intimidating. And seeing how the community could carry things forward with you? That was another reason I couldn’t ignore it anymore.

OpenSea: What was the original vision for Doodles between you, Evan, and Jordan? And how much of that still holds true today?

Scott Martin: Early on, a lot of collections felt intentionally off-tone, skewed toward a narrow demographic. My art had already proven to resonate across global cultures and big brands. So we focused on making a collection that was far-reaching and universally loved.

One thing we introduced that was novel at the time was what we [previously] called the Doodle Bank. Half the royalties went into a community pool. We weren’t just building a community, we were empowering it. The collection was welcoming, and our commitment to premium art was a must.

I remember seeing a spinning Ethereum logo on Foundation that sold for a few ETH. People were so excited about the tech that they forgot about good art. I thought, what if we had both? And to this day, everything I just mentioned is still true at Doodles. We aim to be universally loved, there's a tongue-in-cheek sense of humor, and a real focus on empowering our community.

It has changed, of course. What started as three ragtag internet kids is now a full-blown business. We have board meetings and calls with CMOs at McDonald's. It’s gotten very serious. But the soul of it hasn’t changed.

OpenSea: It feels like it’s gained infrastructure without losing its essence. That’s rare—and impressive.

Scott Martin: Thank you. You’re saying what I’ve been trying to say, just more eloquently.

OpenSea: I think that’s what makes it beloved. It’s hard to retain the spirit of those early days while scaling. What was the moment you realized the brand could extend beyond NFTs into retail and experiential?

Scott Martin: I think the brand is authentic enough that it translates across mediums. The design language and what we call “playful cynicism” still come through—whether it's physical goods, social media, or brand collaborations.

The real moment was probably the meetups and events. Seeing big social numbers is exciting, but it’s still just numbers on a glowing screen. When you meet someone in real life who’s been impacted by what you’re building, that hits different. That was the moment. These people had stories. This project was a piece of their story. That changed everything.

OpenSea: Yeah, getting people to show up in real life is a signal of something deeper.

Scott Martin: And they were real, impressive people. Not just usernames! People who worked at Apple and other amazing places. It made me want to take this as far as we could.

OpenSea: So, what’s something you’ve learned about launching physical products that you didn’t expect coming from the digital side? Was bringing Doodles into the physical world significantly different from launching NFTs?

Scott Martin: Yeah, definitely. It depends on which product we're talking about, but one of the big challenges is that Doodles is inherently a 2D project with floating eyes and little quirks that make them ownable. Translating that into 3D was a real challenge.

Another big thing is looking into your crystal ball. With something like vinyl figures made in Hong Kong, you’re looking at an eight-month production timeline. From design to painting, packaging, and shipping, it takes time. So what you’re designing today still needs to feel relevant and exciting eight months from now.

OpenSea: You really have to commit when you place those orders.

Scott Martin: Exactly. You can't base it on a meme that’s trending now because in eight months, people will say, “Why would I want this?” That kind of long-view thinking is something we’re used to because permanence is a cornerstone of NFTs. We often talk about avoiding current tech in the art itself. [In the way that] an old Blackberry in a movie instantly dates it, we want our work to feel timeless. We lean into “cassette futurism” and other cues that don’t tie us to a specific moment.

Color is another cornerstone. We're extremely specific about our hex codes and Pantones. If you’ve got a merch printer sending you samples, you’ve got to police the colors. Some people won’t notice, but I can see a bad color match from a mile away. Consistency and quality are everything.

OpenSea: I was talking to another artist recently, and he said, “I hate printing my work because no printer ever gets it right.” 

Scott Martin: It’s the bane of our existence. Especially greens. CMYK just doesn’t handle them well. We’ll get these muddy olive tones in the middle of our pastel palette, and it’s nauseating. But it’s a fight worth fighting. We’ve got Pantone books, we do physical proofs, we send iPhone photos with swatches—whatever it takes. Even when we paint for events, we spend hours picking the exact shades at Sherwin-Williams. It’s a lot more effort than I expected, but it matters.

OpenSea: It shows. The Doodles colors are instantly recognizable, and clearly the obsession has paid off.

Scott Martin: Thank you.

OpenSea: Shifting gears—what have you learned about the difference between making things for a crypto-native audience vs. a mainstream one? Especially now that Doodles is reaching far beyond web3.

Scott Martin: The throughline is always good art and good storytelling. That resonates on both sides. The technology is the divider. Some people are still allergic to terms like “NFT” or “crypto.” And we never shied away from the fact that we were building with this tech, even though it’s unjustifiably controversial.

I think people just fear change. For me, NFTs were and still are an incredible opportunity for digital artists. Maybe it became fashionable to hate on NFTs for a while, but we ignored that. And because of that, we’ve been able to keep showing up and doing great work. That’s why brands like McDonald’s are coming back around. We’re on their cups. If you keep showing up, people eventually buy in.

OpenSea: That’s a great point. So, you recently stepped into the CEO role. What motivated that decision? And what does it mean to you to “get back to the roots” of Doodles?

Scott Martin: I stepped into the CEO role because I felt like we needed to recalibrate. The vision was still there, but I wanted to make sure the execution matched the heart. Getting back to the roots means creativity first, prioritizing community, and not overcomplicating what makes Doodles special. Practically, it means more nimble teams, faster decisions, more direct communication, and putting the art back at the center of everything.

I get called an “artist CEO” a lot—but I think it's important to say I’m a founder CEO. I just happen to be an artist. I know this brand from every angle. I’ve seen what’s worked, what hasn’t, and I have a pretty reliable gut. I know where we need to go next.

I’m super grateful for Julian’s contributions; he’s a friend for life. He helped build the infrastructure while preserving the soul. But I did feel like we were starting to dilute the brand by trying to appeal to everyone. We aren’t for kids. If we try to be adult humor but “safe for kids,” then we end up with something that doesn’t really work for anyone.

OpenSea: Totally. People think you can just remove a few elements and make something “kid-friendly,” but you often end up with something for no one.

Scott Martin: Exactly. I call it the “futon effect.” Trying to be a bed and a couch, and doing neither very well. That’s why I’ve been focused on picking a lane, defining our voice, and sticking to it.

OpenSea: I appreciate the candor. So, let’s talk about the token. You’ve said Doodles is a brand, not just an NFT project. How does $DOOD help build that brand?

Scott Martin: This isn’t just a token. It’s an unlock mechanism. It powers engagement. It’s how the community participates, earns, and steers the universe. It bridges digital and physical. It rewards participation  and funds creativity. It makes the brand more interactive and more alive. It’s a tool to empower our holders, not just a speculative asset.

OpenSea: Beyond governance, what are some of the ways you imagine people using it?

Scott Martin: $DOOD is the next phase for our brand. It fits naturally into our creativity and community-first approach. And now with DreamNet, our new AI protocol powered by $DOOD, our community will have the opportunity to co-create with us. 

DreamNet is one of the big ones. It’s a self-evaluating story-building platform with AI avatars. Doodles is the first universe being explored through it. But it’s not just limited to our IP, it’s an expansive platform that will welcome new communities. It’s a great use case for the token, and just one of many.

OpenSea: Why did now feel like the right time to launch the token?

Scott Martin: We’ve always wanted to launch a token. But until recently, the laws around launching from U.S. soil made it difficult. Now, the regulatory environment has shifted. The world is catching up, and we’re excited to show what a project like this can look like in its truest form.

A token also allows people to bet on the brand and push it forward without owning one of our more expensive NFTs. Doodles has grown a lot, and 10,000 NFTs may not be enough anymore.The token lets more people participate in a non-dilutive way.

OpenSea: Wonderful. Thank you so much, Scott. This was a pleasure.

Scott Martin: Likewise. Have a great day.