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JWT calls in th1ng for HSBC Global TV Campaign

Award-winning production company th1ng has been commissioned by JWT London to direct and produce twelve adverts for a global TV ad campaign for HSBC to promote its HSBC Advance account.

Created by ‘Anthony Farquhar-Smith,’ one of the directing trio Tom, Dick & Harry at th1ng, the ads show how HSBC Advance simplifies your banking needs by helping you achieve your goals. 

More Information

Each commercial shows a different person fulfilling their dreams, whether that’s exchanging one career for another or taking a break from work to travel the world thanks to HSBC Advance. Every ad tells its own story through the way props, clothing and background scenes evolve to show someone achieving their goals.

Core Facts

  1. So, ‘today, taking my lunch break’ becomes ‘tomorrow, taking a career break’ as a twenty-something office professional ultimately exchanges his work shirt, suit and tie for a safari shirt and hat, while the background shifts from an office to jungle, and a pen, a phone and a sandwich are exchanged for maps, camera and sunglasses.

  2. To achieve these effects where the camera remains locked on each person in the ad, as all around them the background, their clothing and their props change, required Anthony to use a stop frame animation technique known as pixilation. The net result is a fast-moving, beautifully executed series of commercials that bring to life JWT’s vision of demonstrating how HSBC turns the dreams of today into the realities of tomorrow.

  3. The whole project was completed by th1ng for JWT in just five weeks, from directing to all post, which was carried out by th1ng in-house.

  4. th1ng shot all the actors against a green screen so they could be isolated in post-production before different backgrounds were stitched in. th1ng also re-timed the way objects moved in the background to achieve smoother transition shots. Image grading was completed by th1ng in house and at Rushes.

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“Anthony and the team at th1ng pulled out all the stops from a creative perspective, while the production team led by Ru Warner came up with some neat ways to make the shoot as effective as possible, including shooting on four stages at once to maximise time. All twelve stand on their own as a great ads and together form a compelling campaign”.

Dominic Buttimore, executive producer at th1ng

Company information

th1ng is a leading animation and mixed media production company, creating commercials, idents and title sequences for film and TV. th1ng is pronounced “thing one “. www.th1ng.com

th1ng is part of th1ng Corp Ltd., which also includes th2ng, Film Club Productions and Flux. 

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23rd April 2010

Main Press Contact

Rafal Kwiatkowski

Public Relations

+44 (0) 207 199 2814

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[HSBC global TV campaign] [Anthony Farquhar-Smith] [Dominic Buttimore] [th1ng]

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