HSBC

As the Lead Art Director for HSBC’s high-impact global campaign, I spearheaded the development of visual strategies across three distinct creative platforms. From a platform that emphasizes on belief to a platform that recognizes the role of future generations, my role involved crafting unique and compelling art directions that communicated HSBC’s values of trust, innovation, and local relevance to diverse markets worldwide.

Throughout the project, I collaborated closely with stakeholders from global offices and internal teams to ensure alignment with brand standards while also adapting to local market nuances. This collaborative effort resulted in cohesive visuals that resonated globally yet felt personalized for each audience segment.

My process included translating strategic messaging into detailed storyboards and mockups, guiding the creative teams with clear visual narratives. For example, I set up the overarching art direction, establishing a consistent yet adaptable style that balanced HSBC’s corporate identity with fresh, modern aesthetics.

Leveraging my skills in visual storytelling and art direction, I created comprehensive moodboards and style guides that set the tone for all deliverables. These tools enabled creative teams across regions to produce assets that maintained brand consistency and high visual impact, such as campaign videos and digital banners.

This campaign exemplifies my ability to lead multi-platform projects within a global banking context—combining strategic thinking, cross-cultural collaboration, and meticulous execution to deliver impactful, on-brand visual narratives for HSBC.