Creative Direction
Role
Creative Lead & 3D Motion Director, responsible for defining the visual system and ensuring alignment across brand, digital and stakeholder requirements.
Scope
Led concept development and execution of a scalable motion and design framework across multiple touchpoints, including homepage animation, product explainer film, website iconography and large-scale digital escalator panels within the physical environment.
Challenge
Translate the abstract idea of “the fabric of finance” into a credible, cohesive visual system that expressed interconnectedness, trust and structural strength, while operating within the constraints of a regulated banking environment. The work needed to feel innovative yet grounded, and scalable across digital and physical touchpoints.
Approach
Developed a unifying motion language that interpreted “fabric” as a living, interconnected system. Established clear visual and animation principles to ensure consistency across hero content, UI elements and environmental assets. Worked closely with developers and stakeholders through regular check-ins to align creative ambition with brand governance and regulatory standards. Focused on balancing expressive storytelling with credibility and clarity.
Outcome
Delivered a unified visual framework spanning homepage animation, product demonstration film, scalable digital panels and website iconography. The system reinforced brand consistency while allowing flexibility for future communications, creating a strong foundation for ongoing digital and experiential applications.