Strategy, storyboard, shoot, edit.
A launch campaign for CMC Funded, part of CMC Markets. Owned from the first strategic decision through to the final frame.
A serious brand, launching something new.
Concept and produce the launch campaign for CMC Funded.
CMC Markets is an established name in trading. CMC Funded is a new proposition inside it, which is a particular kind of brief: the work has to feel like it belongs to the parent, and it has to feel like its own thing, and those two pulls are usually where launches go wrong.
The engagement covered both halves. Creative direction and brand strategy first, then the campaign produced end to end rather than handed to a production company with a deck and a hope.
Confidence, built.
Concept to final frame, in one team.
One team from the strategy to the final frame.
Most campaigns of this size pass through three companies: a strategy shop, an agency, a production house. Every handover is a chance for the idea to lose a little of itself, and it usually does.
This one did not have handovers. The people who wrote the positioning storyboarded the film, and the people who storyboarded it cut it. That is why it still says what the strategy said it would.
