Over a 3 year period I worked on a multitude of projects for BCG. From leading the creation and implementation of numerous responsive microsites, to contributing to overall design and content on the new BCG.com experience, to overseeing, art directing, shooting, and animating multiple live action and motion graphics projects. This page shows only a few of the projects I had the privilege to work on with an amazing team at Carbone Smolan Agency.
BCG is a complex organization made of many business units that operate in different industries around the world. Each practice produces a huge number of communications each year and BCG needed a way to visually differentiate them all, without resorting to cliche stock photography. We partnered with Reza Ali to create a digital tool capable of creating millions of unique pieces of generative art. Each image is created by translating the words from each practice area’s mission statement into a visual expression.
The tool provides numerous parameters which we curated, resulting in over 50 unique pieces of parametric art. The process of creating the artwork mirrors BCG’s approach to consulting, whereby each image is the product of deep analysis, resulting in unique insight or expression. Hear from the maker, Reza below in a promotional video I directed.
As part of a global recruiting campaign we defined an authentic approach to photography for BCG. We followed 4 consultants for 24 hours across 4 different continents. To avoid the expected corporate headshots and elevate photography for BCG into an artform, we worked with acclaimed Magnum photographer Paolo Pellegrin. We created a whole new photojournalistic approach to photography. I was responsible for art directing the shoot, and overseeing the whole process.
The Interactive Case Library web app replicates aspects of the typical interview experience for potential recruits, allowing them to practice ahead of time with real cases studies. We created an experience that provides users with a variety of input methods, activates functionality at key moments, and keeps navigation in thumb friendly locations for mobile users.
The responsive web app allows users to practice anywhere, retake the multi-threaded test many times, and receive feedback on their progress throughout. By streamlining the experience and making it more accessible, one of the most visited sections of BCG.com became even more appealing.
After the success of the recruiting campaign we partnered with BCG on numerous video projects to promote other programs and initiatives. The above Flexibility@BCG video, taken from a series, is an example of a short story that shares the personal growth possible alongside a career at BCG. I directed and provided art direction for the spot.
The Strategy Traps microsite allows users to compare pairs of contrasting approaches to key business decisions. The content weaves down the page, directing the users attention to key moments within the experience. The responsive design uses transitions and subtle animation to guide the user through the experience.
BCG generates a huge quantity of thought leadership content geared to global business issues. BCG partners with TED to produce the TED@BCG conferences on an annual basis. I led multiple projects to promote the events and associated thought leadership materials. From creating the annual conference identity including digital signage, on-stage motion graphics, and environmental signage, to suites of print collateral. We also worked with BCG to produce digital advertising for use on TED.com, social media campaigns, and microsites to showcase the latest videos and articles. You can see a selection of the work below.