Fall Wave was a digital first campaign developed from the creative team to showcase the breadth of PitchBook research through a theme called This/That. The concept used paired composites to clearly contrast and connect two areas of coverage such as sectors and industries, reports and segments, or use cases. The visual system made complex research offerings feel approachable and easy to scan while reinforcing the idea of unpacking everything available within PitchBook. Messaging centered on discovery and exploration, supported by flexible calls to action including Explore Now, Register, Request Access, and Download Report. The campaign ran for an entire quarter and extended across emails, paid and organic social, web placements, digital ads, webinars, enablement materials, promo videos, and event collateral. Notable executions included printed postcards and business cards for an F1 Monaco event, demonstrating how the system translated from digital to physical touchpoints.