HSBC New Normal

Client: HSBC
Services: Motion Graphics · 2D Animation · Title Sequence

An opening film for HSBC's Global Connectivity, Group Chief Executive's Roadshow 2010, blending real financial press and market data with motion graphics around the idea of a connected, interlinked world.

The Brief

The HSBC Global Connectivity, Group Chief Executive's Roadshow 2010 is a large event where the heads of HSBC come together to discuss all aspects of their business, including the global economy and changing financial climates. This film was the opener to one of the conference workshops and set the scene for the speaker. The aims of this project were to work with and support the 2010 conference brand and communicate aspects of where the financial market is and the attitude the 'winners' would need to have to move forward.

What CUMI Created

We storyboarded and animated the entire film with the idea of bringing printed materials (like an image in a newspaper) to life with traditional handdrawn animation.

Gallery

The Economist magazine cover reading Debt, The Biggest Bill in History, June 2009 — Real financial press opens the film, here the Economist's June 2009 cover.

Hand drawn diagram reading The New Normal, surrounded by icons for connectivity, innovation and technology — A hand drawn concept diagram, "The New Normal".

Growing red bar chart topped with UK, US and EU flags over a page of financial figures — A growth chart topped with UK, US and EU flags.

Magazine cover illustration reading The Winner, Building new teams of the future — "The Winner, Building new teams of the future", one of the film's closing beats.

Credits

Animation: CUMI
Agency: Jack Morton