ABOUT

Description
I led the creative development of an exhibition campaign for Integrated Global Services (IGS), a global provider of asset integrity, reliability, efficiency and environmental solutions for mission-critical industrial equipment. Working alongside colleagues across strategy, content and client services, I helped transform complex technical service offerings into a bold visual campaign designed to capture attention in a crowded exhibition environment.

Brief
IGS needed a standout creative concept that would help its services cut through at a major industry exhibition. The challenge was to take specialist solutions, including asset protection, thermal spray coatings, cleaning and reliability services, and present them in a way that felt confident, memorable and distinctly different from the conventions of industrial marketing.

Summary
As Creative Lead, I developed and directed a cinematic campaign concept that reimagined IGS services as a series of high-impact, movie-inspired posters. The creative approach combined dramatic composition, bold typography and concise messaging to generate intrigue around highly technical subject matter and encourage audience engagement.
By moving away from traditional engineering communications, the campaign gave IGS a distinctive visual identity at the exhibition while maintaining the credibility and technical authority expected within the sector. The result was a more memorable and engaging brand experience that helped turn complex industrial services into accessible visual stories.

Successes
The campaign provided IGS with a distinctive suite of exhibition assets that stood apart from typical industry communications. Through strong creative direction and visual storytelling, it transformed complex service information into an engaging and memorable experience, helping the team attract attention, spark conversations and communicate their expertise more effectively. The project demonstrated how creativity can elevate technical subject matter and create meaningful differentiation in a competitive B2B environment.