Creative Direction / Copy: Umesh Ponnusamy
Agency: Twisted Marketing, Dubai
Ideated and worked on this campaign through an agency that was briefed. The brief was to communicate the simplicity, accessibility and security of the newly launched Century Trader app from novices to experienced traders.
The brief sparked an idea for a mnemonic similar to Ogilvy’s iconic “Hathaway man”.
Since this app was homegrown in the UAE, I visualized a person in a classy suit, sitting on a royal leather chair, holding a falcon (symbolizing the app), smiling and looking into the camera.
Later, I extended this idea to different people from various cultures and work backgrounds (as the UAE was a melting pot of cultures and expats who were all the target audience for this app).
Bing Create Gen AI was powerful enough to generate the visuals.