Emirates NBD Private Banking,,

“Believe in Your Next”

Leo Burnett Dubai
Creative Director Divyan Kriplani
Copywriter Farhan Siddiqui
Art Director Syed Shuja Hussain

The opportunity

Brand Platform | Integrated Art Direction | Film | Photography | Design System

The Opportunity

Private banking communication is crowded with predictable images of wealth, status and achievement. Emirates NBD needed a more progressive idea for ambitious people who are already thinking beyond what they have accomplished.

My contribution

Wealth is not the destination. It is the power to pursue what comes next.

Believe in Your Next repositioned private banking around momentum, possibility and future ambition. The platform moved the conversation away from possessions and towards the next business, legacy, experience or personal milestone.

Creative Leadership

Built with the core creative team, then translated into an integrated visual world across film, photography, print, outdoor and digital. Directed talent, environments, cinematic tone, image-making and design consistency across multiple partners and executions.

Impact

Gave Emirates NBD Private Banking a distinctive, forward-looking brand platform instead of another category statement about success. The system connected multiple products and stories through one emotional idea with long-term campaign potential.

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Appendix

Official campaign film:https://www.youtube.com/watch?v=-U681zv4hr0

Official Emirates NBD filmhttps://www.youtube.com/watch?v=-U681zv4hr0

Official Believe in Your Next platformhttps://www.emiratesnbd.com/en/private-banking/believe-in-your-next

Packshot Magazine production featurehttps://www.packshotmag.com/live-feeds/moonlighting-shot-in-cape-town-emirates-nbd-by-virgil-ferragut/

Moonlighting Commercials project pagehttps://www.moonlighting.co.za/commercial/emirates-nbd-banking/

Extended director's cuthttps://vimeo.com/998697701

Virgil Ferragut campaign premierehttps://www.instagram.com/reel/C94evScKhFZ/

Pablo Clemente campaign premierehttps://www.instagram.com/reel/C-Z_UwIqAEs/

Big Kahuna Films featurehttps://www.instagram.com/reel/C-lNVkiyt3_/

Moonlighting production featurehttps://www.instagram.com/reel/DAQ4HAsKPMO/

Viola Outdoor displayhttps://www.instagram.com/p/C-r7j0Xpbua/

Creative-team acknowledgementhttps://www.linkedin.com/posts/kalpesh-patankar-265a41b7_emiratesnbd-activity-7244239019427999745-uX8n