As the main designer of the HSBC WeChat retainer account, I have been tasked with designing WeChat posts for HSBC’s various departments like HSBC One, HSBC Jade, HSBC Premier, and most recently HSBC Life Macau.
The usual task of creating these long-form posts includes visualising the copy from our copywriters, determining the visual concept and art style of the post while following brand guidelines, and utilising WeChat’s unique interactive functions by designing interactions into the post.
Occasionally I will be asked to develop WeChat posts as legs to a campaign which results in having to repurpose KV assets of the campaigns into posts.
On top of WeChat content, I have also created simple posts and animations for their social platforms and designed EDMs.
Post Snippets:
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on mobile
WECHAT POSTS
EGIP TVC WeChat Adaptation
We were tasked with creating a WeChat post as an extension of the EGIP TVC campaign.
Upon receiving the KV working files for the EGIP campaign, I was tasked with reusing the graphical elements from the KV to create a fun and interactive post that compliments the copy.
Other WeChat Samples
Throughout my tenure at Ogilvy, I have executed countless WeChat posts,
all of which make use of various art directions as well as interactive elements.
WECHAT
POSTER
Father’s Day WeChat Poster
HSBC Life Macau wanted to create a WeChat poster celebrating Father’s Day while at the same time showcasing how HSBC Life can support you in any stage of life, including being a father. They wanted to collaborate with local Macau artist, @annie_long_jor to create a greeting poster for this day, so we were tasked with providing two visual concepts and layout directions for the client to pick from, which then the artist would use as a guide for execution.
Direction 01: My Super Dad
Our dads can be as dependable and strong as superheroes because with the support from HSBC Life, they will always be there to save the day when even the most unexpected events arise.
Celebratory message
HSBC Lions sitting on top of Dad’s shoulders, one on each side.
Boy in the same pose as dad while wearing a superman cape because he wants to become as dependable as his dad in the future.
Little girl hanging off her Dad’s arm representing his strength and ability in supporting his family.
Background of a cozy home environment.
A couch with a carpet and maybe some toys to illustrate a child friendly home.
Direction 02: A Hand To Hold
Just like how a father provides safety for their family and is always there to hold your hand, HSBC Life will also be there to protect and provide for families during tough times.
Celebratory message
Father’s Hand and daughter grabbing his finger
Can explore bigger than normal hand to see if it creates a warmer feeling?
< Referencing the little girl’s emotion.
Happy little girl holding Dad’s fingers and looking up at Dad while hugging HSBC Lions
HSBC Lions as the girl’s stuffed animal
Kids park setting.
Can include slide and seesaw
Prompt Pay
HSBC wanted to influence their PayMe users to use their app even when travelling abroad to Thailand with an incentive to win up gift prizes.
OOTM
For the month of August, HSBC wanted to let it’s customers and viewers know about the upcoming offers for the month.
FB & IG POST
Digital Journey
During the peak of the pandemic when physical appointments to HSBC branches were restricted, HSBC asked us to help promote their digital capabilities and to teach customers how to bank from home through a series of Instagram and Facebook posts.
Using surrealism, we juxtaposed ATM machines directly landing in front of your home and fridge doors becoming magical portals to HSBC branches to communicate the idea that HSBC’s digital capabilities bring in-store services directly to your home.
Yearly Wrap-Up
An animation looking back on the year 2021 for HSBC using statistics that are presented in an easy to understand manner.
EDM
Wealthness Menu EDM
To make the EDM information more digestible and interesting for audiences, we designed it in the form of a menu where each course of meal is tied to the number of minutes required to read that section, leaving audiences with a choice over how much information they feel like digesting that day.