While at BBC Worldwide, Rafaela Perera creatively directed the global launch of McMafia at MIPCOM, Cannes. McMafia’s powerful hook centred on the exposure of an interconnected global network of crime. At the heart of the campaign was the idea ‘crime goes corporate’. Our approach was to brand the worldwide criminal network with the same visual style and behaviour used by legitimate global corporations. By juxtaposing benign corporate language with the grim reality of organised crime, parallels were drawn between the two worlds. Central to all the imagery was the metaphor ‘Blood on your hands’.