National ad rollout for a world-leading insurer.

Designing a high-impact, multi-channel creative route on a lean budget.

The goal

My client, a world-leading insurance company, needed to educate brokers and end-clients about their new mid-market offering, with a primary focus on increasing brand familiarity and favourability within a competitive landscape.

The Problem

With a limited creative budget, we had to find a way to create an “ownable” campaign aesthetic using only stock imagery and existing brand assets. The challenge was to ensure the campaign felt premium and cohesive without the luxury of bespoke photography.

The Solution

I developed a design route that pivoted away from generic “corporate” imagery, I curated a selection of action-focused stock photography featuring “hands at work” – a visual metaphor that humanised the diverse industries the client supports. By strategically applying the brand’s core colour palette and shapes to frame these images, I created a consistent visual system that felt bespoke. I then art-directed the rollout across a high-volume multi-channel campaign, ensuring the same creative rigour was applied to everything from high-impact out-of-home to digital display and connect TV.

The Outcome

The resulting campaign successfully elevated the mid-market offering, proving that a strong, disciplined creative system can drive impact even with restrictive budget parameters. The success of this multi-channel rollout inspired the client to explore more experiential marketing, leading to the development of a fully wrapped bus for use at client events. By art-directing both the interior and exterior of the vehicle, I created an immersive mobile meeting space that significantly enhanced the client’s ability to engage with brokers and partners, demonstrating the high-value potential of bold, physical brand activations.