Financial indexes are often viewed as passive vehicles that provide a generic baseline for performance measurement, but little else. MSCI wanted to change that perception, instead showing that indexes could be built rapidly to meet the unique needs and challenges of each client. With little budget to spare for this campaign, we needed to make a big impact, without breaking the bank.

Advertising custom product solutions requires a custom shoot, not an assembly of generic stock footage. However, a shot of the scale we proposed was out of the question. So we leaned heavily into AI for help.

The resulting hero video served as our first all-in AI multimedia production. From it, I developed the processes that power our best creative output today, including setting up AI-powered pre-production, design, writing, storyboard, development, and outputting strategies that enabled us to create VFX studio-level work on a shoestring budget.

Awareness of MSCI’s custom index solutions exploded and became a regular topic for our sales and product teams at events, investor meetings, and during client calls. More important for the marketing team, however, was the validation of AI-powered creative solutions in content development. We achieved a 90% cost reduction and reduced development time, all while maintaining quality standards for our content.

Inspired by this campaign and under my guidance, MSCI has onboarded several additional AI solutions for the creative team, with more currently undergoing testing and validation.