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Gisele Bündchen has modeled for every luxury brand imaginable—Chanel, Versace, Gucci, the list goes on—but the runway legend’s latest campaign may be her most important. As the first face of cryptocurrency exchange FTX, Bündchen stars alongside CEO and founder Sam Bankman-Fried in sleek imagery shot by longtime collaborator Nino Muñoz. The pictures are striking, but their purpose is substance rather than style. They both mark Bündchen’s new role as FTX’s Head of Environmental and Social Initiatives, and announce Bankman-Fried’s pledge to donate a billion dollars to charitable causes over the next year. “Whenever someone is willing to commit to change, I’m willing to help,” shared Bündchen at the SALT Crypto conference in Nassau, Bahamas yesterday. “Sam is making such an important statement with this, and I’ve found that inspirational.”
During Bündchen’s initial meetings with Bankman-Fried, the pair realized the power of their combined skill sets. The CEO shares the supermodel’s passion for philanthropy, and organizations focused on combating poverty, protecting wildlife, and safeguarding the environment for future generations will all benefit from the scale of FTX’s donation. Bündchen will serve as an advisor in her new role, helping to connect FTX with charities that can have the broadest impact. “It’s so important when companies pledge to give these large amounts through funds because it sets a precedent,” says Bündchen. “What made me excited about this partnership was the impact they can have. much more than anything a single individual can accomplish on their own.”
In less than a decade, cryptocurrency has moved from niche to inescapable. For Bündchen, collaborating with FTX was a chance to learn more about the inner workings of the crypto community. “It was all new to me, but I liken it to when we first got the internet,” says Bündchen. “I remember not understanding it—I had my fax machine and wanted to hang on to my pencil and paper! There’s always that period of disruption, but then the new technologies that seemed so foreign become a part of your life.” A quick study, Bündchen found herself fascinated by the possibility that new mediums of exchange can challenge inequality. “There is a real potential for good [with crypto], a chance to foster positive change and create a level playing field,” she says. “Our current system hasn’t worked out great for everyone.”
By promoting crypto via a glossy campaign shot by a team of industry vets and spreading the word about FTX’s foundation, Bündchen hopes to inspire other companies to give big. “Imagine if every corporation in the world decided to give this much,” she says. “If [companies] stepped up and said ‘we have the funds and want to tackle these issues,’ they could potentially resolve so many problems.”
Collaboration is something Bündchen prioritizes personally and professionally. “My dad always said that life depends on the quality of your relationships,” she says. “I’m a Cancer, so I love having those I care about close by.” As such, the campaign shoot was filled with Bündchen’s favorite creatives, including Munoz to keep the energy high and make first-time model Bankman-Fried feel at home. “You want your friends, the people you’re comfortable with and can trust,” she says. “I’ve known Nino since I was 16, so I knew Sam would be safe with him. I think his images turned out great; the campaign’s all about introducing people to this new form of investing and sharing Sam’s commitment to making the world better.”
Bündchen credits her interest in philanthropy to her family and the lessons she learned alongside her five sisters during their childhood in Horizontina, Brazil. “We grew up sharing everything [especially] our chores, and it taught us to rely on each other,” she says. “Collaborating made things fun for us, so this idea of teamwork is a constant in my life. It has carried me through childhood and permeates everything I’ve done as an adult.”
Modeling may have made her a household name, but Bündchen considers the work she’s been able to do in philanthropy as her true calling. Whether she is working with St. Jude’s Children’s Hospital, the United Nations, the Clean Water Project, or helping a company like FTX decide how to donate its billions, Bündchen feels giving back is its own reward. “This is what brings me joy and gives my life a sense of purpose and meaning,” she says. “I consider myself lucky to be in a position where my needs are met, and I have opportunities to help others. But what you give doesn’t have to be monetary. No matter who you are or your status, there is always someone who needs and appreciates your help—we’re all in this together.”