CMC Markets
FX Campaign
My Role - Creative Direction, Design Direction, Design, Photograhy
The Brief
Develop a creative and distinctive marketing campaign that breaks away from the mundane trend of showcasing trading platform screenshots and product features.
The goal is to create a campaign that stands out amidst the visual noise in the FX trading market and effectively captures the audience's attention.
Creative Solution
At the heart of FX trading lies the exchange of currencies, one for another. My aim was to craft a concept that illuminates this pairing.
Picture one currency brought to life by its physical form (USD,GBP), while its counterpart is symbolised by a national animal, emblem, or even financial icons like the bull and bear.
The campaign tagline "Make More Out of the USD," a nod to both the art of origami and the potential for profit generation through currency trade.
The Artistry of Won Park
With the concept locked in, the search for a master of origami commenced to bring the campaign to life. A digital route was never an option; I was determined to enlist the skills of an artist. Enter Won Park based out of Hawaii.
Holding these creations in my hands when they arrived in the UK, the realisation hit that executing these intricate folds must have entailed tremendous dedication and skill. They were tiny works of art!
Macro Photography
I photographed all the origami figures in my London studio, utilising a high-powered macro lens. The maximum aperture was set to ensure that every detail of the money was razor sharp. However, I intentionally retained a subtle touch of softness to convey a sense of scale.
Unfolding Financial Drama: Headline Placement Amidst Market Volatility
Harnessing the intensity of global financial news, our FX ads tactically shared pages with key stories in the UK's premier publications. From Bloomberg Biz Week to Financial Times, City AM to Investors Chronicle, our ads captivated attention and resonated with the market's heartbeat. Notably, our platform's trading thrived in the midst of peak volatility.
Make More Out Of The USD
I imagined a life-size origami Bull stationed strategically at commuter hubs and bustling financial centres, seizing the eyes and curiosity of the early morning crowd and creating a social media buzz.
