HSBC is one of the worlds largest banks but has a problem attracting customers of high-net-worth.

To tackle this we were tasked with launching a brand new part of HSBC aimed to appeal a new type of customer within the segment. One who considers not just their wealth but the worth of their money, and values experiences over the material.

Drawing inspiration from modern luxury fashion brands and magazines, we shot the campaign with photographer Alistair Taylor Young over a week in northern Italy and London.

The result? A banking campaign that rather belongs in National Geographic than the Financial Times.

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