Multinational professional services organization Ernst & Young (EY) launched a new global integrated marketing campaign as part of its recent expansion to highlight how it helps businesses transform and adapt to change.
"Transformations" was developed by Ogilvy UK, produced by next-generation film and animation studio Not To Scale, and directed by Rogier Schalken, who is the former creative head and founder of MediaMonks Films & Post departments.
Schalken is known for his award-winning style, creativity, and use of live-action realism with CGI and visual effects, which he showcased in EY's TV commercial (TVC) to spotlight how its services, skills, and ecosystem partners help businesses stay ahead.
According to Chris Spenceley, Ogilvy UK’s managing partner, the production team created a device that represents all of EY’s services as “multi-colored, multi-faceted shapes that transform everything in their wake.”
“They are a positive, aspirational force, that through the film inspires, supports and benefits humanity at every touch point, all to reinforce the new brand platform of ‘Shape the Future with Confidence.’”
EY’s Global Chief Brand and Marketing Officer, John Rudaizky, said the campaign aims to demonstrate how innovation helps business leaders grow their organizations, even during global turmoil.
“Traditional multiyear strategies and linear transformations are becoming outdated. Success now depends on human-centric leadership, balancing optimization with reimagination, strategic ecosystems, and collaborative full-spectrum teams solving issues together.”
With Ogilvy UK, Not To Scale, and media planning carried out by EssenceMediacom, three award-winning entities worked on the campaign to ensure an impactful message.
This highlights the value of partnering with agencies that excel in their specialties, ensuring expertise and precision for each aspect of the project.
The “Transformations” campaign includes digital out-of-home (OOH), online, social, and connected TV (CTV) ads that will run across international business travel airports across the Americas, EMEIA, and APAC.
The TVC will be featured across EY channels and online platforms via podcasts, video-on-demand, social videos, and banners.
It will also be rolled out to some of the largest business channels, including Bloomberg, Euronews, CNBC, BBC News, and CNN.
Bringing EY’s Transformational Vision to Life
EY has been at the forefront of the latest developments, using data, AI, and advanced technology to help businesses navigate change and unlock new value.
“Transformations” is the next phase of its "Shape the Future with Confidence" campaign, which was launched in late 2024 as its “most significant brand expansion in more than a decade.”
“In that decade, EY has more than doubled in size, and today its multi-disciplinary workforce of nearly 400,000 people, including 80,000 technologists, supports clients around the world as they navigate significant changes driven by AI and other emerging technologies,” said Rudaizky.
It aligns with the new EY global strategy under the leadership of newly appointed Global Chair and CEO Janet Truncale, who succeeded Carmine Di Sibio in 2024.
“Transformations” opens with a young woman lying on the bonnet of a car, seeing something exciting off-camera.
By asking the question, “In a world of seismic change, will your business shape the future or be shaped by it?”, the narrator immediately sets the tone of the video.
The string of colors moves through buildings, shops, offices, and parks, changing its surroundings from dull to interesting — even featuring a hologram shop assistant helping a family plan meals according to their budget.
The spot highlights several technological advancements, including driverless vehicles and an AI chip that can monitor cholesterol, blood pressure, and heart rate, before culminating in a bright, multi-colored square in the sky — representing an update to EY’s core yellow visual identity.
The campaign ends the message that EY is “All In” to “Shape the future with confidence.”
Last year, the best ads paired masterful storytelling with bold, creative choices — sparking conversations, shaping cultures, and driving meaningful results.
With tactical brilliance, brands can drive “transformative” results, strike a balance between emotional resonance and impact, and ensure they stand out in an ever-changing world.
