It was a privilege to be asked to work on this project with Rupert Russell at Missing Link Films. Rupert skilfully wrote and directed these LGBTQ real story spots in support of HSBC’s diversity and inclusion programme. Grade and Online by Absolute.

Rupert says “As a gay man, I am frustrated with the depiction of LGTQ people across the media. So often people think that the solution to is to swap out one stereotype for another. I wanted to tackle the very idea of stereotypes, and how they manifest in people’s day to day leaves. I wanted to explore how LGBTQ people even in the most ‘tolerant’ have to pass as straight or an ‘acceptable’ version of a queer person. The penalties can be severe for people, and often racialised too with BAME queer people paying a far higher price than white queers. I wanted to show the toll this takes on people, from the psychological to the social to the economic. Thanks to Nathan and Florence who shared their very personal stories with us, and to HSBC for believing in the project.”

The campaign launches on social media during Pride 2020

Client : HSBC , Andrew Newman & Georgie Elston
Production Company : Missing Link Films
Director : Rupert Russell
Producer : Ben Link
Executive Producer : Heather Link
Agency : Wunderman Thompson
Executive Creative Director : Axel Chaldecott
Agency Producer : Henry Wiltshire
Account Director : Amirah Hajat
Edit House : Iain Whitewright at Whitehouse Post
Sound House : James Benn at Bark Soho
Composer : Alex Williamson
DOP : Sam Goldie


Colourist : Adam Clarke
2D Artsit : Carl Godwin Alvarez
2D Artist: Chris Tobin
Executive Producer: Sally Heath
Producer: Nathan Hoad