Background
As part of UBS’s global Craft campaign, this project leveraged Roger Federer’s ambassadorship to celebrate his induction into the Tennis Hall of Fame. In collaboration with the social media team, we developed a visually driven carousel that honored his legacy while reinforcing UBS’s brand values through thoughtful storytelling and design.
Role
• Concept and design
• Content strategy
• Content strategy
Goals
• Highlight a milestone moment in Roger Federer’s career
• Drive engagement through a social-first carousel format
• Align storytelling with UBS’s global brand values
• Drive engagement through a social-first carousel format
• Align storytelling with UBS’s global brand values
Video announcement ad
Development and concept
UBS Craft centers on the belief that lasting success is built through discipline, precision, and thoughtful execution – values shared by both UBS and the individuals it partners with. From a visual standpoint, the campaign emphasizes detail and craftsmanship. Building on this, the concept explored gamification through abstract, zoomed-in imagery, inviting viewers to engage with the work by discovering meaning through close observation.
Image above: One-pager sent to stakeholders as a draft proposal.
Proposal 1: Macro style
Proposal 2: In focus
