GenAI Thought Leadership Campaign — PwC

Creative Strategy, Narrative Development, Art Direction, Direction

Led creative strategy and execution for PwC’s public launch into the GenAI space, creating a campaign that highlighted the firm’s ability to adopt, operationalize, and integrate emerging AI technologies internally before taking them to clients. This project served both internal marketing and external thought leadership objectives, demonstrating PwC’s capability to upskill teams and lead in AI adoption.

I developed the narrative, wrote the script, and directed the production, crafting a visually compelling story where a single employee is seen “splitting” into multiple versions of herself, illustrating how AI enables one person to take on multiple roles while focusing on higher-value strategic work. The concept translated complex technology ideas into a simple, human-centered story that resonated across audiences.

The campaign was deployed across internal channels, LinkedIn, Instagram, and other client-facing platforms, supporting PwC’s positioning as a leader in AI and digital transformation. By blending strategic storytelling, innovative visual effects, and hands-on execution, the work demonstrated both creative leadership and operational delivery.