IG Markets
This is New Money
Aug 2026
The latest campaign from IG Markets, titled This is New Money, marks a sophisticated pivot for the fintech brand as it seeks to redefine the accessibility of contemporary finance. By placing a focused protagonist within the curated, leather-clad interior of a vintage car traversing a vast, arid desert landscape, the narrative leans into a visual contrast that highlights the seamless integration of high-stakes trading into daily life. The production, spearheaded by the team at Collider, masterfully utilizes live-action technique to ground the ephemeral nature of digital assets in the tangible, tactile world of luxury travel. Throughout the piece, the cinematic framing captures the protagonist’s deliberate interaction with his smartphone, creating an intimate portrait of a modern investor who values both convenience and style. With a soundscape meticulously crafted by Sonar Music, the project channels a sense of calm, calculated confidence rather than the typical frenetic energy associated with the finance industry. The interplay of soft, golden-hour light and the barren exterior backdrop serves to isolate the brand experience, emphasizing that financial liberation is a solitary, controlled, and distinctly personal pursuit. By blending slow motion sequences with crisp, direct communication, the campaign succeeds in positioning IG Markets as a reliable companion for a new generation of market participants navigating the complexities of the global economy from anywhere in the world.
Lifestyle, Commercial, Cinematic
Live-action Technique, Slow motion
Fintech, Finance
