A Campaign That Turned Market Volatility Into Bold Design
Client
CMC Markets
Agency
In-House
My Role
Head of UX, Design, & Creative
Skills Used
Creative Direction
Design Direction
Design
Photography
In-house Leadership
Art Direction
Creative Campaigns (Concept & Execution)
The Challenge
CMC Markets needed a campaign that broke the industry trend of showing only platform screenshots. The mandate was to cut through the noise of FX advertising and capture trader attention.
The Solution
I conceived a campaign that represented one currency with real banknotes and the counter-currency with financial symbols like the bull and the bear, crafted by origami artist Won Park and photographed in London. Beyond the creative execution, I partnered with the media team to place the campaign strategically alongside financial news coverage, ensuring it appeared during moments of heightened market volatility. This gave the creative concept immediate relevance and cut-through.
The Impact
The campaign gave CMC a confident creative voice in a crowded market. When global fluctuations spiked, the ads drove significant traffic, proving that originality combined with smart placement could outperform conventional financial advertising.
The Artistry of Won Park
A digital route was never an option for me, I was determined to work with an artist. Enter Won Park based in Hawaii. Holding these creations in my hands, the realisation hit that executing these intricate folds must have entailed tremendous skill.
Macro Photography
I photographed all the origami figures in my London studio, through a macro lens. The maximum aperture was set to ensure that every detail of the money was razor sharp.
Headline Placement Amidst Market Volatility
We positioned our FX ads alongside major financial headlines in major financial newspapers. Placing the brand at the centre of intense market conversations.
This strategic media placement amplified relevance, and performance spiked during periods of high market 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.
“Paul brings a wealth of experience and is an enormously talented Creative & Product Director. His attention to detail and ability to absorb our brand proposition into what he created has been exceptional.”
Wil Lynch, Group Head of Marketing, CMC Markets