Money Majdoor: Tactile Brand IP & Satirical Content Series
OverviewDeveloped an original, character-led IP and narrative content series for a modern fintech brand, designed to demystify complex personal finance topics through relatable, satirical storytelling. The campaign tackles urban financial realities, corporate salary structures, and tech-worker lifestyle inflation with sharp cultural humor and a distinct visual identity.
OverviewDeveloped an original, character-led IP and narrative content series for a modern fintech brand, designed to demystify complex personal finance topics through relatable, satirical storytelling. The campaign tackles urban financial realities, corporate salary structures, and tech-worker lifestyle inflation with sharp cultural humor and a distinct visual identity.
Creative Direction & World-Building
- Handcrafted Aesthetic: Created a tactile, needle-felted stop-motion visual style, replacing generic corporate 3D with warm, fiber-rich wool textures across character puppets, desk props, and UI interfaces.
- Character Archetypes: Designed expressive, stylized characters with exaggerated caricature features that visually embody corporate burnout, investment anxiety, and everyday financial optimism.
- Cultural Context: Grounded the narrative in hyper-relatable urban settings (from Bangalore traffic and startup culture to CTC illusions and rent realities), making dense financial products engaging and shareable.
Impact & Deliverables
- End-to-end IP development, character sheets, and episodic narrative scripts.
- Short-form cinematic animated reels crafted for high viewer retention and social engagement.
- Modular visual asset system translating complex financial concepts into tangible, miniature felted storytelling.
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