Ashley’s Story

Leading a targeted brand campaign with emotive documentary storytelling

Appealing to high net worth customers

HSBC wanted to create an emotive short documentary film to place at the heart of an email and social media campaign to support the launch of their ‘Value of Education’ report, which looks at high net worth customers’ ambition for their children’s futures and the sacrifices they are willing to make for their education.

A thorough research process led us to find Ashley, a young Chinese student in Applied Linguistics at University College London. From the South Bank to Hampstead Heath, we captured Ashley’s London-life in a variety of locations, while interviews with both Ashley and her parents allowed us to bring to life the themes of the report in a personal and emotive way.

As well as a main film for use via email, we also created a variety of short edits for use across HSBC’s social channels including Facebook, Instagram and Weibo.

London life