MSCI
What If An Index...?
The global campaign that reframed MSCI Indexes from passive benchmarks to active, strategic portfolio tools.
My Role:
Creative Director
MSCI indexes are deeply embedded in institutional portfolios — but often overlooked as active tools. This campaign challenged that perception across global B2B audiences, using metaphor-driven storytelling and an AI-produced hero film to show that an index isn't just something that tracks the market — but something that can shape what comes next. The film was produced entirely in-house using Runway AI.
218x
growth in web traffic
2.1M+
paid impressions
659
qualified leads
$30K
vs. $453K agency production cost
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