Master the Market Forces

Following an exciting re-brand for City Index, we were approached to create a hero campaign that re-launched the business to their target market. Under our pitch winning concept of ‘Master the Market Forces’ we visualised a world that moves like the markets, following the journey of our hero as he masters this bold environment with a little help from City Index. From Creative Strategy through to production we crafted a series of TVC’s, social content, OOH, Press and digital advertising that bought the colourful (and shifting) world of City Index to life like never before.

In an industry saturated with jargon-heavy, grayscale financial advertising, we took a bold creative leap, creating a campaign set out to dramatise the chaos and unpredictability of global markets in a way that was both visually arresting and emotionally resonant.

To bring the ‘Market Forces’ to life, our film placed the viewer inside a surreal world where buildings, objects, and the environment physically react to economic shifts. At the heart of this turmoil stood a confident, unshaken trader who represented the empowered City Index customer. With the TVC at the heart of our campaign, we developed a storyline that delivered an outstanding visual narrative, but was also ripe for cut downs, social assets and print, maximising the budget and return to the client.

Blending cinematic motion with hyperreal CGI elements we depicted a world bending to the rhythm of trading data. Every detail, from levitating objects to kinetic architecture, was designed to reflect real-time market dynamics. A signature colour palette featuring City Index’s omni-colour glow was woven through the visual identity, symbolising the clarity and control that clients gain through the platform.

The campaign launched across digital, broadcast, OOH, and social channels in three major regions: the UK, Singapore, and Australia. Media was tailored to each market, with contextual placements reinforcing the message of market mastery in environments frequented by active traders.
The campaign was backed up with a unified media and CRM strategy to drive acquisition and brand lift. Creative assets were versioned for programmatic video, Instagram Stories, YouTube pre-rolls, and interactive landing pages, ensuring the message resonated across the trading journey.