Take a tour through the Museum of Procrastination.

Of all the scripts I've written, The Museum of Procrastination remains a personal favorite. I vividly remember sketching it out one Saturday afternoon by a pool in Dubai. Seeing it come to life six months later, almost exactly as originally written, felt like a rare and special moment. It was a testament to the trust and respect between client and agency—especially as the script marked a bold departure from HSBC's familiar slice-of-life storytelling style.

After helping craft HSBC's global brand idea "Supporting Human Ambition" in 2014, this film launched the new global campaign in 2015. It was chosen after a collaborative development process involving JWT offices across London, Toronto, Hong Kong, Buenos Aires, and Dubai.

I shot the film in Bucharest with the renowned Scandinavian directors' collective Traktor. There’s so much to love about it—the enchanting art direction, the charismatic museum guide (portrayed by French actor Eric Ebouaney), and the layered storytelling. But what truly made it special was how deeply audiences connected with its message.

Shortly after airing on British Airways and Emirates flights, and in UK cinemas, the film sparked meaningful conversations across the globe—from life coaches in Nigeria to rabbis in the U.S.—about untapped potential. With no major media push, it accumulated over 700,000 views on HSBC UK's YouTube channel and 2.5 million views, along with thousands of likes and shares on HSBC UK's Facebook page. More than just promoting a brand, the film was adding real value to people's lives.