HSBC Heroes Big Wave Surfing in its new Brand Ad

Oct. 01, 2026

HSBC, one of the world’s largest banking institutions, has launched a hero brand film ‘The Right Wave’ to bring to life its role as a trusted banking partner for its customers. 

Trusted partnership between the jet ski driver and the surfer is a matter of life and death in this extreme sport and the film serves as a visceral metaphor of HSBC as the experienced and strategic growth partner that helps its customers to navigate market volatility to take the opportunities ahead of them

The cinematic hero film explores the extreme, high-pressure dynamics between a big-wave surfer, Matahi Drollet and a jet ski driver, Tahurai Henry, as they conquer overwhelming 25ft swells.  Drawing on the relationship between Matahi and Tahurai, the film symbolises HSBC’s role in bringing expertise, and deep understanding of the world’s changing currents to build the right conditions for customer success.

The film was shot on Tahiti’s renowned surf break Teahupoʻo during several high-risk wave breaks. Produced by Superprime Films, the team collaborated with local Polynesian production company, We Are Ora to draw on Teahupo’o’s local and specialist knowledge to capture the best possible wave conditions. It was directed by the celebrated filmmaker Kiku Ohe alongside cinematographers Tim Lorentzen and Morgan Maassen.

The activation includes ad cutdowns across digital, social and streaming platforms, as well as inflight entertainment on flagship airlines. A documentary exploring the relationship between Matahi and Tahurai, as well as their connection with Teahupoʻo and the wave, will launch later this year.

The film, named “The Right Wave”, was developed by Team Helix, WPP’s integrated agency team for HSBC, and led by VML UK in partnership with VML Lisbon with media handled by OMG Media.

Donata Peksa, Global Head of Brand Campaigns, HSBC said: 

"We’re excited to launch this chapter of our global brand campaign, and the powerful metaphor it’s anchored in. From the faith Matahi has in Tahurai 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 said: 

“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 said:

“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.”