I creative directed this work for National Australia Bank in a difficult period where the Australian government had just passed a major bank levy. We worked around the clock with a team in Atlanta, using the time shift to our advantage and we landed purpose on the shortest timeline in BrightHouse history. It was thrilling to see news articles and interviews about it in just a few weeks. It was also exciting because it was my first time in Australia and thankfully, not my last – I’ve been back seven times since and was married there in 2022. The success of this work led to more Australian clients and quickly made BCG BrightHouse a name on the other side of the world.
The password is cullers.
Final NAB Purpose Video
Directors cut of the NAB Purpose Video
We helped with rollout creating a full toolkit of materials.
We created a Bank of Stories where NAB lived their purpose in the past. The research and writing were fascinating.
We created a visual guideline for branding purpose internally.
The project resulted in press coverage.
