Aspect: 16:9, Spherical
Camera:  Red Epic
Lens: Zeiss Superspeed T1.3
Location: Hong Kong
Stock: REDRAW

This TVC is essentially a “making of” the coins distributed at the HSBC Rugby competition in Hong Kong, focusing on seven creative machines that transformed raw metal into finished coins.

To achieve this, we crafted these mechanical concepts in-camera, steering clear of CGI. While I love CGI, there’s something special about tangible, physical builds. The art build for this project was massive, a rare sight in today’s commercials. At one point, the set was so large, it felt reminiscent of the grand 1950s musicals.

The initial concepts were incredibly detailed—perfect for CGI or even 3D printing today. However, given our tight timeline, we simplified the designs. Despite this, the concepts sparked some exciting ideas, like incorporating a working robot arm into the shoot, adding a dynamic and tangible element to the production.

The concept behind the scrum machine was to showcase the raw power of the rugby players. The idea was that their strength would be so immense, they could tackle the machine and press coin shapes out of 8-foot metal sheets. We even managed to build a practical, working version of the machine. Of course, the holes in the metal were pre-cut using high-pressure water.

The coin-press process involved eight players, with four on each side, performing the high-knee drill. Each step pressed the serious side of the coin as it advanced along the conveyor belt.

As the coin flipped over and moved further down the conveyor belt, it reached the grandstand, filled with fans in costumes ranging from plastic green soldiers and marching bands to chickens. The fans would jump onto the hydraulic platforms, stamping the other side of the coin.

A playful setup where fans fired coins into hanging pint glasses—a nod to drinking beer while watching rugby.

A row of players kicked targets that, when hit, activated a pulley system, which poured molten metal from the furnace into metal sheets for the coins.

The robot arm passes the ingots to three rugby players on treadmills, who then pass them to the last player, who tosses them into the furnace.

We built the vat with a clear bottom, allowing us to underlight it with red lights and fill it with red syrup—a technique inspired by Terminator 2, which I’d always wanted to try.

For the metal hot bars moving down the conveyor belt, we crafted 1/6th scale plates from silicone and embedded red LED lights inside. There’s nothing quite like doing everything in-camera.

This entire production process gives a sense of just how massive our set was to build. It was an ambitious undertaking that was both challenging and incredibly fun.

Credits
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Client: HSBC
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Global Head of Advertising:
Andrea Newman
Head of Sponsorship and Events:
Giles Morgan
Senior Marketing Manager:
Hamish Goulding


Agency: J. Walter Thompson, London
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Creative Director: Daniel Hennessy
Executive Creative Director: 
Russell Ramsey
Account Manager: Rollo Gwyn-Jones
Creative Director: Iain Weatherby
Copywriter: Matt Chandler
Art Director: Simon Sworn
Account Supervisor: Rollo Gwyn-Jones
Assistant TV Producer: Helen Ball
Planner: Orlando Hooper-Greenhill
Global Director: Tanya Hamilton-Smith
Media planner: Sam Selleck

Production Company: Curious
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Director:  Ash Bolland
Producer : Tara Riddell
Cinematographer: Lachlan Milne
Production Designer: Phil Ivy
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Photographer: Alan Clarke
Editor: James Rosen
Sound:  Dan Weinberg
Storyboards: Elio Lai

Awards
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Cannes Lions - 1x Bronze Lion
Campaign Big Awards UK - Silver
ASC Award - Bronze
Campaign Live Top 10
Spikes Asia - 2x Finalist 
Shots Selection - April

Special Thanks
Phill Ivy