Backbase was making a category-level move: from "AI-powered platform" to AI-native Banking OS. We led the campaign launch with a hero visual — the 3D platform rising through the grid — and a hero film built around one thesis: fragmentation is the enemy, the future is unified.

The system rolled out across the ENGAGE launch event, the Nasdaq tower in Times Square, the website, and ongoing OOH and digital campaigns. A schematic, grid-led language ties it all together — structure as the protagonist, with 3D grounding the abstract idea of an operating system in something tangible.