OVERVIEW

HSBC’s “At Every Turn” campaign celebrates the resilience and ambition of small business owners—reframing the bank not just as a financial provider, but as a vital tool in their day-to-day success.

In collaboration with VML, we produced a 30-second commercial for digital and BVOD that captures the pace, pressure, and pride of small business life—placing HSBC at the centre of it.

OUR ROLE

Loft Films led full production on the campaign’s hero film, merging cinematic craft with grounded realism. Working closely with VML, we helped shape a visually dynamic story that explores the connection between business owners and the tools they rely on—positioning HSBC as one of them.

Directed by Tom Wakeling, the film blends bold point-of-view camera work with natural, charismatic performances—bringing to life the energy, hustle, and charm of small business ownership in settings that feel both authentic and aspirational.

Stills by Catherine Falls extended the campaign into digital and print, maintaining the same warm, documentary tone.

CREATIVE DIRECTION

The concept centred on HSBC as a key tool in the entrepreneur’s arsenal—something used instinctively, like any other instrument of the trade. To express this visually, we mounted cameras directly to tools—coffee cups, steering wheels, machinery—creating immersive POV shots that put viewers inside the rhythm of work and decision-making.

The film unfolds as a fluid, forward-moving sequence—capturing transition, momentum, and the everyday evolution of small business life.

Key creative decisions:

• POV camera rigs: Position HSBC as a seamless part of the workflow

• Real business owners: Cast for authenticity and relatability

• Visual motifs: Doorways, turns, and movement to symbolise change

• Voice & sound design: Soft, reassuring narration with diegetic detail and ASMR-like texture

DISTRIBUTION & REACH

The 30-second spot was deployed across digital and BVOD platforms, strategically timed to engage small business audiences during key planning and decision-making periods. Its concise format ensured wide reach while retaining emotional depth.

WHY IT WORKED

• Clear concept: HSBC visualised as a hands-on business tool

• Authenticity: Real people, real places, real stories

• Stylised realism: High production value with a human lens

• Subtle integration: HSBC’s presence is felt—not forced