Deals Practice Rube Goldberg

Creative Direction, Art Direction, Narrative Design

Led creative strategy, art direction, and hands-on execution for PwC’s Deals Practice, an end-to-end visual representation of the client experience during a deals transaction. The goal was to simplify a complex process while creating an engaging, memorable, and visually striking story that showcased PwC’s expertise and attention to detail.

Developed the narrative, scripted the flow, and designed a fully realized Rube Goldberg-style ball machine animation — a continuous, repeatable sequence that begins with a single phone call and follows the ball through industries, technology implementation, deal execution, celebration, and preparation for the next transaction. Oversaw concept, design, and motion graphics execution, ensuring that each element aligned with the client journey and brand storytelling.

The project was widely acclaimed for its craftsmanship and creativity, winning multiple awards including a Cannes Corporate Dolphin for excellence in art direction and design. It remains a benchmark for creative storytelling at PwC, demonstrating how imaginative visual concepts can communicate complex processes in an accessible, fun, and brand-forward way.