When T. Rowe Price needed to reframe how investors viewed active management, VIA helped them see it as an art form, not just an algorithm. The campaign, “The Power of Adjustments,” drew inspiration from acrobats in Scotland—symbolizing the balance, agility, and thoughtfulness behind T. Rowe Price’s Target Date Solutions.

By breaking free from category clichés and bringing emotional storytelling to a rational space, VIA helped T. Rowe Price stand apart from “old school” investing and reconnect with advisors and investors alike—proving that beauty and precision can move both markets and minds.