PGIM
Open-minded investing.
PGIM challenged us to break away from the conventions of financial advertising with something distinctive and bold. The insight? Their investors are puzzlers. Curious, unconventional thinkers who love a challenge and see opportunities others overlook. We brought that mindset to life through Open-Minded Investing, pairing surreal, unexpected imagery with clever writing and a confident tone of voice. The work never made it beyond the pitch, but it's one of my favorite examples of what can happen when a financial brand is willing to think differently.
