Private Client Services Marketing Campaign

Creative Direction, Narrative Development, Art & Set Design, VFX

Led creative strategy and execution for PwC’s Private Client Services (PCS) marketing campaign, targeting a market historically underserved by Big Four firms. The goal was to communicate PwC’s ability to deliver fully custom solutions for private clients — emphasizing flexibility, choice, and value, in contrast to rigid “playbook” offerings from competitors.

Developed the narrative, wrote the story, and directed the visual identity for the campaign. Designed the set, led art direction, and contributed hands-on to VFX, blending practical and digital elements to create a visually compelling, client-facing experience. The campaign highlighted PwC’s ability to deliver premium, tailored services at accessible scale, positioning the firm as a liberating and trusted partner for high-net-worth clients.

The campaign drove measurable business results, increasing PCS department lead generation by 50% and establishing a strong foundation for future client engagement initiatives. This project demonstrates the combination of strategic insight, creative leadership, and hands-on execution to deliver brand and business impact.