Challenge
NatWest asked us to reimagine how their apprenticeship program could connect more deeply with young, diverse talent. We needed visuals and messaging that felt vibrant and inclusive, while also being strategic enough to show NatWest’s commitment to long-term career growth. We were working under tight deadlines and limited case studies to draw from, so creativity had to carry weight.
Approach
I joined with the Creative Director and UK team to dig into the brand’s existing assets, values, and audience insights. We brainstormed freely but zeroed in on an idea that felt risky but memorable: “Next Level Apprentice,” inspired by retro gaming. The plan was to lean into nostalgia, bold visuals, and refresh how content could feel fun yet meaningful for apprentices interested in roles spanning tech, customer service, and business administration.
Animation Storyboard
Execution
We created social media mockups for Instagram, Facebook, and TikTok, pushing “Next Level Apprentice” themes with vintage pixel styling and bold typography. I designed an 80s-inspired animation for TikTok with gameplay mechanics, playful twists, and a clear call to action. We used the halftone patterns, bright color palette, and graphic elements from NatWest’s identity to keep it grounded. Collaboration happened fast: brainstorming, sketching, refining visuals, and iterating with feedback from the UK brand team all became part of the process.
Social Media Mockups
Natwest Brand Guidlines
Outcomes
The pitch landed. The client loved the bold animation and the immersive angle. People on the NatWest side praised how daring yet on-brand the concept felt. We won the account—what began as a bold idea turned into a multi-million-dollar deal. Also, internally the project sparked recognition: my Creative Director and I earned excellence awards, and the “outside-the-box” thinking became a talking point for future pitches.
Next Steps & Insights
Pushing ideas that feel risky can create strong impact when they match with audience energy and brand values. I realized that creating prototype animations and mockups early helps people visualize potential and get buy-in. For future pitches, I’d invest more time in augmented reality or immersive formats to go beyond animation. I’d also build a library of bold, experimental concepts in advance so we can pull forward daring ideas without heavy time constraints.