In the U.S., female-founded businesses only receive 2% of venture capital funding. On International Women’s Day 2022, Citi announced their commitment to change that and invest in women owned businesses and in emerging economies for more than 10 million women globally by 2025. Our campaign, shot alongside a woman-identifying crew, used a powerful metaphor to illustrate the many obstacles women have to overcome while climbing the corporate ladder.

Role: Associate Creative Director
Director: Nicolina Knapp
Agency: Publicis New York