Moose relaunch

April 2024 - April 2026

Part of ClearScore’s largest integrated brand campaign ecosystem, anchored by a £2M TV-led launch and extended across multi-channel touchpoints.

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Campaign · Messaging · Integrated marketing · Fintech · B2B · B2C

Creative Designer
ClearScore
£2M
Broadcast, digital, CRM, product screens, app stores
Multi-market (UK, Canada, NZ, Australia)

Role
Company
Budget
Scope
Audience

ClearScore sought to broaden mainstream appeal and strengthen emotional brand connection. The Moose character, previously dormant, was reintroduced as the central figure of the campaign, requiring translation across broadcast and downstream touchpoints without losing strategic coherence.

The campaign had to work across different formats, audiences and product adjacency, all while leading with a memorable creative idea.

Challenge

I collaborated with partner agencies to define creative requirements and deliverables for extending broadcast creative into non-broadcast channels.

I generated shot lists and visual guidelines that allowed the TV narrative to translate into format-specific executions and oversaw the production of downstream materials including homepage features, digital ads, lifecycle modules and in-product creative.

My Role

Approach

Rather than treating the broadcast work as a siloed execution, I ensured every surface extended the same underlying narrative:

  • TV visuals informed still assets

  • Character positioning and rhythm carried through digital formats

  • Layouts and grids were adjusted for readability without losing personality

This ensured the campaign felt unified regardless of placement.

Constraints

  • Deliverable over a two-year period from one original video shoot

  • Must integrate TV creative into digital, CRM and product placements

  • Coordinated across global markets with varying screen formats and channels

Implementation

Broadcast to Digital Translation

Before production began, I defined a structured methodology for translating campaign copy into visual execution.

This framework mapped message hierarchy, audience intent and channel depth to ensure consistency while allowing tonal variation between B2B and B2C outputs.

Cross-Channel Asset Production

Produced consistent formats for homepage banners, CRM modules, paid and organic social, and product screens.

Modularization

Created reusable templates that allowed future Moose variants to be produced quickly and consistently.

The campaign increased ClearScore’s market presence across all major regions, with audience tests ranking it first in the finance category. The integrated approach ensured the TV story lived coherently across downstream touchpoints.

Outcome

Large-scale campaigns require a unifying strategy that treats broadcast and digital as a single ecosystem rather than separate buckets. This project reinforced the importance of early planning around cross-format translation and reuse.

Reflection