CMC - Built by Traders, for Traders global campaign

There are few things more exciting than working on a global campaign. I love it. This massive, multi-channel campaign for market-leading trading platform, CMC, went live across Europe, Scandinavia, Asia and Australia and was translated into more languages than I can remember. It included a TV ad, press ads, outdoor, digital ads and more. Working with my art director, I created the concept and wrote the defining campaign line “built by traders, for traders”. Understanding the ambitious audience we were appealing to, we developed a distinct and aspirational visual style. I wrote every line of copy for the campaign, including the TVC script and all press ads. I also helped art direct the photoshoots and TVC and was responsible for casting decisions.