Case Studies

The Challenge:
HSBC wanted to move beyond traditional finance marketing. As a global bank serving 41 million customers across 58 countries, they needed to showcase how their international networks create real-world opportunity.
 
The ask was to modernize the brand narrative globally—less banking, more cultural catalyst.
 
The Brief:

Create a global platform that unites HSBC with creative culture — not by association, but through action.Reposition the brand as an enabler of human potential, showcasing how its international network brings people together to solve problems, share ideas, and shape what’s next.
 
We asked: What happens when you exchange ideas, stories, and skills across continents — and build something new together?
​
The Strategy: 

We developed The Exchange — a cultural innovation series powered by HSBC and Condé Nast. Each installment paired visionary talents across disciplines (fashion, music, fashion, luxury, arts, culinary, AI) and geographies (India, Mexico, UK, Hong Kong, China, USA, Singapore) to:
 

• Spark original cross-cultural collaborations

• Symbolize HSBC’s role in enabling international creativity

• Produce documented stories of exchange that transcend traditional advertising

​
The Execution: 

Rather than just tell a story about opportunity — we created opportunity around the world. The first campaign in Condé Nast' history that united all global brands for one campaign. 

​The Sound Exchange
Macy Schmidt (US, Orchestral) × Maitha Hamdan (UAE, Multidisciplinary)
A generative audiovisual symphony combining real-time motion visuals with orchestral performance - reimagining the orchestra for a new generation. 

The Design Exchange
Victoria Tang-Owen (HK) × Yimeng Yu (China)
Reimagined Han Dynasty jewelry as both physical and digital artifacts — bridging ancient technique and AI craftsmanship to create futuristic fashion show. 

The Movement Exchange Rahul Mishra (India) × Bianca Saunders (UK)

Blending Mishra’s intricate Indian embroidery with Saunders’ sharp British tailoring, the collaboration reimagined couture as a dialogue between heritage and modernity.
​
The Culinary Exchange
Janice Wong (Singapore) × Rosio Sanchez (Mexico)
A cross-border tasting experience exploring food security in Singapore and shared identity through bold fusion.

The Outcome

​

• 150M+ global impressions across Condé Nast’s premium brand network and HSBC’s owned channels

• 17M+ video views, exceeding engagement benchmarks by more than 2x

• Localized for global scale: produced in 8 languages with over 200 custom content assets spanning social, digital, website, and experiential

• Measured brand perception lift in priority equity areas: innovation, inclusivity, and creativity

• Drove brand favorability among Gen Z and millennial audiences in priority international markets

• Established long-term content equity, positioning HSBC as a cultural authority in global creative industries

​
My Role
 
As Creative Director, I won the five million dollar RFP, led the ideation,  narrative development, client management and execution of The Exchange from concept through delivery, globally.
 

• Creative Development: Conceived the platform architecture and overarching creative vision across all disciplines

• Talent Pairing: Curated and sourced cross-cultural collaborators across music, fashion, culinary, and design - then worked 

• Storytelling + Narrative Design: Directed campaign messaging, hero films, and editorial formats across Condé Nast platforms

• Production Leadership: Oversaw creative teams, agencies, and local partners in New York, London, Hong Kong, and Singapore

• Content Strategy: Developed the global distribution plan and asset framework (200+ assets across 8 languages)

• Brand Alignment: Partnered directly with HSBC marketing leadership to ensure brand voice, values, and KPIs were met