Client
CMC Markets
Agency
In House
Client 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.
My Role
Creative Direction
Design Direction
Design
Print Design
Photography
Creative Concept
FX trading is one currency exchanged for another. My concept was that one currency is represented by real money, the other by a national or financial animal like the Bull and Bear. The tagline “Make More Out of the (USD)” tied it all together—a nod to origami and the potential to create value through trading that FX pair.
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.
