Context

As AI dominated global headlines, Franklin Templeton wanted to offer a more grounded perspective—one that highlighted the real-world investments powering this technological shift. The goal was to equip retail banking advisors across EMEA with credible, forward-looking narratives to share with their clients.

Approach

“See the Big Picture,” was built intentionally with AI-generated visuals to reflect—and challenge—the AI narrative. At its core was a 30-second film that zooms out from everyday tech to reveal the broader systems behind innovation, supported by digital ads and TV spots. The storytelling simplified complexity into emotionally engaging, performance-linked messages.

Outcome

The campaign shifted the conversation from hype to insight, helping Franklin Templeton stand out in a crowded thematic investing space. Advisors gained a compelling, easy-to-share narrative, while the brand positioned itself at the intersection of innovation, sustainability, and long-term opportunity.

Heike Andrews

Director – EMEA Integrated Marketing, Franklin Templeton

For us, thematic investing isn’t about following hype cycles—it’s about anticipating what innovation demands. Foundry understood that immediately and helped us craft a narrative that positions Franklin Templeton at the intersection of opportunity, performance, and purpose.

A Campaign Built With AI to Reframe the AI Story

Success stories. With proven results.