What If

At Citadel, our people are relentless in seeking a better way. They know that every step towards progress begins with the same simple question: What if?

To celebrate this ethos, Citadel partnered with Mofilm to bring their story to life: explaining what they do through the lens of how they do it. And so, the concept of Citadel as a “What If Machine” was born.

This concept is told from the vantage point of team members around the world and is anchored in both approach and impact. The team is uncompromising in seeking the best use of capital to achieve stronger returns for investors. To maximize their impact, they built a team-first culture that always seeks a better idea—then works to make it a reality. Working and learning together, they create solutions that reveal opportunities unimagined by others. And when they succeed, they advance their investors’ missions and deliver results for the world’s preeminent institutions, supporting companies whose innovations are changing lives around the world.

The dramatic video, “What If” was first used to inspire colleagues internally at the firm’s annual town hall, introducing the Founder and CEO Ken Griffin. It is currently featured on the homepage page of Citadel’s newly revamped website and is also in circulation on organic and paid social media across LinkedIn, Instagram, YouTube and Facebook.