BlackRock

Created at The Smalls, BlackRock’s campaign set out to redefine the conversation around investing and connect with a younger audience aged 25–45. The challenge was to move beyond the traditional conventions of financial advertising, creating a fresh, engaging narrative that made investing feel more accessible, relevant and inspiring.

I developed a distinctive creative concept and visual language that carried through every aspect of the campaign, from initial storyboarding and art direction to set design, animation and sound. Every element was carefully considered and crafted to create a cohesive brand experience that balanced playful storytelling with clear, impactful messaging.

Central to the creative process was the development of detailed storyboard illustrations, bringing the concept to life and establishing the visual direction for the final production. The result was a bold, characterful campaign that challenged the conventions of financial communications, demonstrating how creativity can transform complex subjects into compelling stories.

The campaign received significant industry recognition, winning Best Marketing Campaign and Best Use of Video at the 2024 Investment Marketing and Innovation Awards, alongside Best Marketing Campaign at The Drum Awards.