Carta was entering the private equity market and needed a campaign that felt credible to an audience fluent in the industry’s inside jokes, pain points, and daily workflows.

The campaign translated complex PE concepts — cap tables, waterfalls, spreadsheets, and fund data — into sharp visual metaphors that could scale across NYC OOH, office elevators, events, social, and motion.

My role focused on concept development, art direction, illustration, and motion storyboarding, while also building AI-assisted mockup workflows to help the team visualize campaign placements in real-world environments faster.

The result was a 360° campaign that introduced Carta to the private equity audience and helped test visual principles that later informed Carta’s broader brand system.