My role spanned messaging architecture, executive narratives, and multichannel campaigns, turning complex capabilities and client stories into clear, compelling communications for global audiences.
In financial services, where many products and capabilities can be difficult to distinguish, Citi saw client experience as an important opportunity to set the business apart.
Navigating the turbulence of global commerce
My first immediate assignment was to create an explainer video for two highly visible moments: a Client Advisory Board meeting and Citi’s Investor Day. With only 30 days from kickoff to debut, the story, script, and production process had to remain tightly focused.
For the featured video, collaborating with my team at Us Agency, I developed the visual concept and script, drawing a parallel between the uncertainty faced by the merchants and mariners who carried global trade across unpredictable seas and the turbulence Citi clients navigate today.
The metaphor gave the story an empathetic perspective and a strong visual structure, while positioning Citi as the steady, connected partner helping clients move forward. Motion designer Leif Hanson brought the concept to life through animation.
This video represents one part of my continued work with Citi Services. Across the engagement, I've concepted and written more than a dozen brand, testimonial, and explainer videos; developed ongoing social campaigns; and worked directly with global business leaders and managing directors to shape executive narratives and presentations for high-stakes pursuits.
More work from this collaboration will be added soon.
