UBS Campaign Series Highlights Pivotal Financial Moments

Snapshot: UBS has launched a four-part cinematic campaign, “Crafted for You,” as part of its ongoing “Banking Is Our Craft” initiative. The films, directed by Edu Grau, explore transformative financial moments, such as retirement, succession, and business scaling.

Shot across Tokyo and Vancouver, the campaign emphasizes the human connection between UBS advisors and clients during pivotal life events. Each storyline—ranging from a banker turned artist to a young entrepreneur inheriting her family business—focuses on the trust and tailored guidance UBS provides. 

The campaign's global nature required crafting universally relatable, dialogue-light narratives to appeal to diverse audiences. Techniques like interlaced frame shooting added a poetic, impressionistic quality to key scenes. Director Edu Grau likened the rigorous craftsmanship of these commercials to that of feature filmmaking, blending technical precision with emotional storytelling. The campaign reflects UBS’s 160 years of experience in delivering personalized financial strategies for clients worldwide.

Key Quote: “Our advice plays such a vital role in pivotal moments—succession, legacy, business breakthroughs. Together with our clients, we craft solutions for these emotional, often daunting challenges,” said Dr. Winfried Daun, UBS Group Head of Brand, Creative and Innovation, interviewed in the link below.

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