The Challenge
HSBC needed to elevate its Premier service with a message that resonated globally, reinforcing the brand as a trusted partner for affluent customers while differentiating it from competitors in the high-net-worth banking space.

The Solution
A global television campaign celebrated the idea that wealth is not only about accumulation but also about sharing, positioning HSBC Premier as a service aligned with both financial success and personal values.


I developed, co-scripted, and helmed the film in what marked my debut as a co-director, guiding it from concept through execution. Broadcast in 65 countries and regions across six continents and translated into multiple languages, the campaign carried a universal message that resonated across cultures. It reinforced HSBC Premier’s position as a truly global service, elevating brand perception among high-net-worth clients and strengthening HSBC’s reputation as a bank that understands and celebrates the values of its most important customers.

Team: Chuck Pagano