UBS Craftmakers: A Signature Brand Storytelling Series

UBS Craftmakers is a global short film series created to bring Banking Is Our Craft to life through human storytelling.
Following the acquisition of Credit Suisse, UBS sought to build cultural relevance with the audiences shaping the future of wealth, from entrepreneurs and HENRYs to women and next generation clients. In a category dominated by rational reassurance and corporate messaging, UBS recognised that emotional connection is built through shared values, not financial claims.
The insight was simple: mastery is universal. Whether in sport, fashion, music or finance, excellence requires discipline, judgement, obsession with detail and long term commitment. UBS Craftmakers was designed to demonstrate this philosophy, not by speaking about banking, but by profiling individuals who embody craft at the highest level.
Each episode spotlights a recognised master and explores the defining moments behind elite performance. From Formula 1 drivers Lewis Hamilton and George Russell, to cultural icon June Ambrose, conductor Maestro Long Yu and fashion designer Guo Pei, the series reveals the standards, sacrifices and mindset that separate good from exceptional.
UBS is not positioned as the hero. It appears as a peer, sharing the same commitment to precision, rigour and long term mastery. The films are intimate, cinematic and human, intentionally distancing UBS from traditional financial tone.
Designed for modern distribution, the series was engineered to perform across formats and platforms, engaging audiences at every stage of the customer journey. Short form edits, social cuts and long form storytelling worked together to maximise relevance and shareability.
The impact validated the approach. UBS Craftmakers became UBS’s highest performing content series to date. The Lewis Hamilton episode went viral, becoming UBS’s best performing reel of all time and generating more than 1.2 million video views.
UBS Craftmakers set a new benchmark for financial storytelling, proving that a bank can build credibility, warmth and cultural relevance through content that feels genuinely human rather than traditionally corporate.