When the design brief is a credit card statement.
RoleSenior Creative Director, Publicis
ScopeConcept, creative and design direction, event design, content
FormatRunway show with fashion students, Los Angeles Fashion Week
RecognitionEvent Marketing Silver, Financial Communications Society
Gen Z doesn’t care what a card does. They care how they show up.
The Citi Custom Cash Card automatically gives 5% back on your top spending category. But try pitching category math. People tune out the second they hear a percentage.
So we turned the spending categories into a design brief. Up-and-coming fashion students interpreted each category into an original look, sending the collection down the runway at Los Angeles Fashion Week.
The sketches
The collection, ten looks
The case study
Next project
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