The International Monetary Fund (IMF) is an organization of 190 countries that promotes global economic stability around the world. During the COVID-19 pandemic, the IMF found that people were uninformed, if not misinformed, about the interconnectedness of macroeconomics, climate change, gender bias, and income inequality.
To reach this broader audience and gain the spotlight as a convener of thought leadership on these issues, we needed more than the usual press conference followed by regurgitated sound bites on social media—we needed to step away from the norm and create an unexpected event. And we had to do it on a shoestring budget.
The Exchange: Conversations for a Better Future is a groundbreaking live-stream video series featuring candid conversations between the IMF Managing Director and unexpected guests — thought leaders, celebrated authors, climate champions, business pioneers, and politicians — on issues of gender, economics, equality, and climate.
The visual treatment of The Exchange is carefully curated to establish a distinct brand identity that aligns with the purpose and tone of the series. The gritty textures and desaturated images convey unscripted and informal characteristics, and the painterly color palette achieves depth with brushed layers in blue hues and thematic iconography.
The Exchange achieved a notable global reach, attracting a diverse audience comprising policymakers, academics, industry leaders, and engaged citizens. In just three episodes, live views increased 4.5 times (up 353%) with significant viewership in over 10 countries. The series and promotional campaign gained further recognition by winning a Gold Muse award and the Bronze Anthem award.
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ROLES
Creative Direction
Set Designs
Promo Strategy
Promo Copywriting