CMC Markets

Art direction of a new global brand platform and TV ad for an online trading provider

As the lead Art Director I developed a brand platform aimed at high-value investors who wanted to trade with a better position. The visual identity combined an everyday object with a witty trading twist and an intelligent headline.

I commissioned photographers and 3D designers to create the suite of objects, which all sat on a flexible blue “dynamic perspective” creating the world the objects live in.

The global TV ad was aired in 13 countries and in 9 languages. I developed the visual concept along with storyboards and art directed the production of the 60 second spot.