Our team promotes the new HSBC Visa Infinite Credit Card by reframing the value of luxury for discerning travellers. The campaign tells personal stories of card members' special experiences, inspired by real accounts from a HSBC Visa Infinite's concierge service.
Positioning the Visa Infinite Credit Card as a curator of extraordinary experiences, the campaign launched on August 1 with a compelling film narrated by a HSBC Visa Infinite butler who helps a card member fulfill his father's decades-old promise to his mother. They embark on a journey that takes him and his mother around the world and for her, back in time. The campaign runs across print, digital, social media and a dedicated microsite created by us, and also spans activation and events.
Being the sole Art Director on this project, my role was to design the overall look and feel of the campaign, as well as to oversee the whole creative journey, starting from the video content, microsite and the campaign drivers.