HSBC uses extreme surfing to highlight financial trust

HSBC has unveiled a cinematic hero brand film as the centrepiece of its major integrated global campaign, “We’re there,” highlighting its role as a trusted partner navigating complex markets alongside its clients.

The high-octane film explores the intense, high-pressure dynamic between big-wave surfer Matahi Drollet and jet ski driver Tahurai Henry as they conquer massive 25-foot swells. The campaign covers global markets including the UK, Hong Kong, Singapore, India, China, UAE, Mexico and the US.

In extreme tow-in surfing, the bond between driver and surfer is a matter of life and death. The film uses this extreme partnership as a visceral metaphor for HSBC—positioning the bank as an experienced, strategic partner helping businesses and individuals navigate market volatility to seize major growth opportunities.

Shot on location at Tahiti’s world-famous heavy reef break, Teahupoʻo, during high-risk wave conditions, the production was brought to life by Superprime Films in collaboration with local Polynesian production company We Are Ora.

The one-year campaign targets mass affluent and senior business decision makers with growth/internationalist mindset.

Directed by acclaimed filmmaker Kiku Ohe alongside celebrated cinematographers Tim Lorentzen and Morgan Maassen, the team relied on local expertise and patience to safely capture the raw power of the ocean.

Developed by Team Helix—WPP’s integrated agency team for HSBC, led by VML UK in partnership with VML Lisbon, with media strategy handled by OMG Media—the multi-channel roll-out includes digital, social, and streaming cutdowns, alongside inflight entertainment across flagship airlines.

A full-length documentary delving into Drollet and Henry’s bond and their deep connection to Teahupoʻo is slated for release later this year.

Donata Peksa, global head of brand campaigns, HSBC: "We’re excited to launch this chapter of our global brand campaign, and the powerful metaphor it’s anchored in. From the faith Drollet has in Henry to put him in the perfect position on the wave, to the crew’s expertise and patience in filming an extreme and unpredictable sport, the film captures an uneasy truth of the world’s unpredictability. I can't think of a better way to establish our new ambition to be the world’s most trusted bank, putting our customers at the heart of everything we do.” 

Ryan McManus, chief creative officer, VML UK: “If heavy water and a volatile ocean teaches you one thing, it’s that nobody can take on giant waves alone. You need a partner who helps you navigate the conditions. That's why this was such a powerful metaphor for HSBC.  With over 160 years' experience, they know what it takes to realise opportunities in an ever-changing world.” 

Hinatea Boosie, founder, We Are Ora: “This production required patience, careful risk assessment, and the ability to be in the right place at exactly the right moment. But beyond all the planning, the true magic came from the connection between nature and the people involved - the humility, expertise and collective spirit everyone brought to the project. That rare alignment is what made this, for me, one of the most beautiful campaigns ever created in Tahiti.” 

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