HK Broadband Network
Branding Video
Blending Pop Culture with Brand Identity to Tell Real Stories.
Deliverables:
Storyboard Planning . Video Shooting & Editing . Marketing Post Design
This campaign was a project-based collaboration with HK Broadband Network (HKBN), one of Hong Kong’s largest internet service providers. The goal was to humanize the brand and make broadband services feel less like an abstract utility and more like an essential, relatable part of everyday life.
My Role: Creative Concepting · Video Direction · Social Content Design · Cultural Strategy
Tools Used: Photoshop . Illustrator
“Service Heroes”
Trailer
To capture public attention, I created a cinematic-style branding video inspired by the hit local film 《逆流大叔 Men On The Dragon》. The movie tells the story of ordinary workers competing in dragon boat racing, and I reimagined this concept using real HKBN staff as the heroes.
Concept Development: Positioned staff as “unsung heroes of connectivity,” showing the human effort behind reliable broadband services.
Execution: Oversaw storyboarding, on-site filming direction, and post-production, ensuring every scene balanced humor, cultural familiarity, and brand alignment.
Impact: The trailer resonated strongly with local audiences, leveraging cultural relevance to build emotional connection while reinforcing HKBN’s brand identity.
Make it stand out.
blending a fun, interview-style narrative with the company’s core brand vision of reliable, people-centered service. The concept drew inspiration from local culture and humor—presenting HKBN employees as everyday heroes who keep the city connected. Through dynamic storytelling, cinematic pacing, and authentic staff interactions, the video humanized the brand while showcasing its innovation and community spirit.
Why It Matter*
Why It Matter*
In a competitive telecom market often dominated by technical messaging, this campaign shifted the focus from product specs to human stories—showing the people behind the service. By celebrating HKBN staff as relatable local heroes, the video built emotional connection and brand trust, turning a utility brand into a symbol of community pride. This human-centered storytelling not only boosted audience engagement and brand sentiment but also reinforced HKBN’s position as a service that truly cares about people, not just performance.
Results
The campaign achieved a 35% increase in social engagement and generated thousands of organic shares within the first week of launch. The “Service Heroes” video became one of HKBN’s most-watched brand stories of the year, strengthening internal morale and enhancing public perception of the company’s human-centric values.