2025
Anatomy of
craft
Client: UBS | CNBC
Role: Creative Lead
Agency: NBCUniversal
UBS's brand platform, "Banking is our craft," needed proof beyond the tagline — a way to make the idea of craft tangible rather than abstract. At NBCUniversal, I set the visual tone across a two-year branded content series of three films and three articles, each spotlighting a practitioner for whom craft was a discipline in its own right: an F1 engineer, an artist, an innovator. For the F1 piece, I conceived a gamified element — letting audiences adjust a car's setup against real race data to chase the fastest lap — turning fans' technical obsession into a direct demonstration of why data has to be crafted, not just collected. I photographed the artist and innovator features personally, carrying the same visual language across every touchpoint of the series.
Campaign article
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