Turning a single metaphor into a distinctive visual treatment and a confident brand voice.

Private equity secondaries are a compelling but complex asset class – and still unfamiliar to many private investors.

As firms across the industry pivot toward private wealth channels, Coller Capital needed an engaging way to explain secondaries to a new generation of investors and their advisers.

In partnership with Coller’s marketing team, we set out to introduce and simplify the category, and demonstrate why Coller leads the field.

The brief was to create a film that explained secondaries clearly and simply – but also stood out in a market full of technical content and dry interviews.

The creative breakthrough came in revisiting a line Jeremy Coller had used many times:

“If you wanted to predict who was going to win a race, would you want to do so before it started? Before you even knew who was taking part? Or would you rather wait until the halfway point? When you have a clearer idea who the winner will be…”

That one metaphor carried everything we needed – clarity, relatability, and the foundation for a strong visual treatment.

We decided to make the metaphor literal – placing Jeremy inside an athletics stadium as he explained the concept. This gave the film structure, originality, and room to deliver complex content in a memorable way.

We used a state-of-the-art LED Volume Stage to film Jeremy in a virtual stadium environment, created in Unreal Engine for full cinematic control. This approach offered maximum flexibility with minimal disruption – critical given his limited schedule.

Post-production involved sourcing and enhancing race footage using AI tools, then seamlessly blending it with Jeremy’s script delivery. High-end sound design and colour grading added polish and atmosphere.

This film sits as anchor content within Coller Capital’s Secondaries Institute – a new educational resource for private wealth clients exploring this asset class.

The film has been deployed across a number of organic and sponsored posts on LinkedIn targeting RIAs and HNWIs.

A creative mix of organic, boosted and paid video placements generated strong reach, audience retention and above-benchmark engagement, proving the content cut through and drove meaningful interaction.

“Bladonmore transformed an analogy that I have used many times before into a compelling visual film. It’s innovative and creative and unlike anything else out there in private markets. It gives Coller Capital a unique and memorable way to engage with private investors.”

Jeremy Coller
Managing Partner, Coller Capital

 

The film was also referenced and quoted in the most widely respected industry publication…