CMC - Why Aren’t You?

When Galore approached me to direct Why Aren’t You? for CMC, I was instantly on board. Turning the universal feeling of FOMO into a clever, relatable take on everyday Aussies getting into global trading was too good to resist.

I loved bringing this campaign to life in a way that felt fresh, modern, and fun. I worked closely with the team to shape the creative strategy and craft a script full of energy and humour. Together, we built a world of unexpected characters and playful twists, striking a tone that was premium yet irreverent and grounded in real Australian life.

From integrating dynamic in-camera graphics to guiding performances that broke the fourth wall, my focus was on helping CMC connect with audiences who might never have seen themselves as investors. Strategically, it was about showing that global trading can be as everyday as watering your garden or waiting for the bus.

Why Aren’t You? became a national TV campaign that stood out in the financial category and significantly boosted engagement with CMC’s app.