As the Creative Director for the global HSBC CMB business at JWT Hong Kong, I was responsible for the strategic pivot that defined the bank's commercial identity for several years. I developed the core strategy and tagline: "Your business is out there. Is your bank?" This campaign moved the conversation away from standard corporate banking tropes and toward a more proactive, global-minded partnership. In addition to my role as the lead Copywriter/CD, I personally art-directed the photography to ensure the visual language matched the ambitious, expansive tone of the strategy. The resulting work was deployed across global communications, cementing HSBC’s position as the primary connector for international business.
