About the IMF

To much of the world, the IMF is just three letters that appear in headlines amid news of economic crisis. Our goal is always to communicate that, to our member countries, we’re far more. In commissioning a video to explain the IMF’s role and purpose in the world economy, our Communications Department was less than impressed with the treatment proposals they received from external marketing agencies. When the project came to Creative Solutions, we already knew the world of macroeconomics and how to create a visually arresting explainer video about economists doing what they do best: the hard work. Papers, pens, graphs – the iconography of a desk is an elemental signifier of corporate mundanity to some, but in the eyes of an economists it can become a world of potential energy, brimming with ideas and meaning. Paired with a storybook-like voiceover, we transformed the accoutrements of the economist to show how our mission has an impact on economies, markets, and daily lives.