HSBC - Principal
Client
Following the success of HSBC’s award-winning Principal Engineers film, recognised globally with a Gold and Silver Dolphin at the Cannes Corporate Media & TV Awards and Best Branded Programme at the Brand Film Awards 2025, the bank set out to extend its impact beyond storytelling into action.
The mission was to translate cinematic brand storytelling into a high-performing recruitment campaign, one that would attract world-class engineering talent across the UK, India and Asia. With digital banking evolving at speed, HSBC needed to position itself not just as a bank, but as a technology powerhouse shaping how the world banks.
I turned a film into a performance-driven campaign. Building on the momentum of the film, I worked as the design lead alongside the Head of Creative and Digital Content Coordinator on the development of programmatic ad assets designed for reach, clarity, and engagement. I created a suite of 10-second GIFs spotlighting key engineering leaders, alongside static assets for all six featured talents, translating long-form storytelling into sharp, high-impact digital moments.
Each asset was crafted to retain the cinematic quality of the original film while adapting seamlessly to mobile-first environments across recruitment platforms, tech blogs, and digital channels. The result was a campaign that bridged brand and performance, extending HSBC’s narrative into spaces where top talent discovers their next move.
Story
Year
What I did
Industry
Services
Digital Campaign Development
Motion Asset Creation (GIFs)
Static Asset Design
Content Adaptation for Programmatic Media
Banking, Technology & Talent Acquisition
2026
Tech Engineers
Final Output: Animated GIF
Final Output: Static
HSBC - Principal Tech Engineers
Featuring: Daniel, Madhav, Evonne, Edwin, Steve & Titus
Watch the Film here:
