Designing a Campaign for Economic Reset

In my role as Creative Director at Amplifier I worked with a network of artists and cultural influencers to build a campaign for Imperative21 – a business-led network representing 70,000 businesses, 20 million employees, $6.6 trillion in revenue, and $15 trillion in managed assets –  as part of a global campaign to “RESET capitalism” to maximize shared well-being on a healthy planet.

This project was designed around the network’s newly established Imperatives for Economic System Change, and told the story about the potential for and path to a new global capitalism that is designed to create value for all stakeholders while stewarding the natural and social systems on which healthy markets and all life depends. Our goal was to create a powerful visual campaign that engaged both emerging and existing power across the system and across the world to help accelerate a shift in:

• mindset about the role of business and finance in society

• expectations and rewards for a new definition of ‘success’

• underlying societal norms from a culture of “mine and more” to “ours and enough”, from a culture of individualism to interdependence.

This shift helps clear the path for meaningful changes both in corporate and investor behavior and in supportive public policies.

Installations included a takeover of the NASDAQ screens, large-scale projections in New York City, São Paulo, and London, as well as full page ads in the New York Times and the Financial Times of London.