UOB Private Bank

Seeing Beyond

Agency: BBH Singapore


UOB Private Bank has just launched a short film which showcases the power of a long-term vision and generational legacy produced by BBH Singapore.

In the latest step in the Bank’s ongoing brand revitalisation, BBH Singapore has created an emotive film, directed by renowned director David Tsui. The story anchors on the Kazakh tradition of eagle hunting by nomadic hunters which is usually passed down to male heirs. However, the film reveals the foresight and belief of a father for his daughter to carry out this mission despite doubts from those around him. The father’s vision to see beyond has enabled the next generation to continue the tradition with confidence.

With many High and Ultra High Net Worth individuals in Asia at varying stages of their journey of wealth protection, growth, and legacy building, UOB Private Bank and BBH Singapore have captured the power of foresight through thematic storytelling. As the eagle hunter and father demonstrates faith in his daughter, this film merges traditional themes with the vision required to create long-lasting legacies. The film stands in alignment with UOB Private Bank’s refined purpose and ambition to play a key role in the stewardship of Asian wealth and generational success.

Chew Mun Yew, Head of Private Wealth at UOB, comments, “For families and businesses alike, meaningful legacy planning requires a sound strategy and execution. As a bank with entrepreneurial roots, we understand the importance of building, protecting and passing on legacies from one generation to another. Every client has different needs and priorities, and our wealth of expertise in the private wealth space allows us to provide a wide spectrum of advice and solutions to cater to both their personal and business needs. This brand refresh campaign is part of our ongoing brand revitalisation, poised to empower the next generation of change-makers across ASEAN.”

Janson Choo, Executive Creative Director at BBH Singapore, adds, “This film explores the emotional challenges implicit in passing on the torch from one generation to the next. Ultimately, when a parent demonstrates faith in their children, they inspire them to create an even stronger future for their legacy.”

The film will air on prime time slots on CNN and CNBC Asia and CNA, and in-flight across Singapore Airlines, Eva Air and Cathay Pacific.

This professional campaign titled 'Seeing Beyond' was published in Singapore in June, 2023. It was created for the brand: UOB Private Bank, by ad agency: BBH Singapore. This Film medium campaign is related to the Finance industry and contains 1 media asset. It was submitted about 1 year ago.


Agency: BBH Singapore
Chairperson, BBH Singapore & Shanghai: Christine Ng
Chief Creative Officer, BBH Shanghai: Kelly Pon
Senior Writer, BBH Shanghai: CK Shan
Executive Creative Director, BBH Singapore: Janson Choo
Executive Creative Director, BBH Singapore: Khairul Mondzi
Associate Creative Director, BBH Singapore: Michael Chin
Associate Head of Art, BBH Singapore: Sid Lim
Business Director, BBH Singapore: Kelly Leong
Account Director, BBH Singapore: Brenda Yew
Account Manager, BBH Singapore: Helena Liang
Group Strategy Director, BBH Singapore: Faraaz Marghoob
Head of Production, BBH Singapore: Wendi Chong

Production House (Singapore): Moviola Asia Pte Ltd.
Director: David Tsui
Executive Producer: Ronnie Lee
Producer: Carol Yuen
Director’s Assistant: Gavril Hing
DOP: Alan Yap
Camera Assistant: Juan Qi An
2nd CA: Danny Ng
Key Grip: Ben Teaw
Storyboard: Oscar Kwan

Production House (Mongolia): SFM Productions
Line Producer: Khasar Sandhag
Production Manager: Chinzorig Chuluunbaatar
Location Manager: Asalbek Mana
Assistant Director: Bat-Amgalan Lkha
Interpreter: Nurjan Khavdsyelyem
Production Assistants: Bold Khurei, Enkhzorig Chinzorig,
Camera Assistant: Khangai Boldsaikhan
Key Grip: Bebe
Crew: Baska, Bamba, Enkhnasan Nast, Bilguun Batbold, Byambajargal Ganbold, Enkhbolor Ganzorig, Baasansengee Munkhmyagmar, Bayarsaikhan Myagmarjav, Otgonsukh Batbayar, Bayarjavkhlan Enkhtaivan
Data Wrangler/Sound: Ganba Gansere
Drone: Olgoo, Bayarsasaikan Myagmarjav
Art/Styling: Huandag Bija
Hair/Makeup: Sengee, Enkhbolor
Catering: Amraa
Assistant Cook: Baatraa
Drivers: Gombo, Muugii, Sukhee, Uugana, Davgaa, Otgoo, Seka, Jadambaa, Tuska

Post-Production: Touches/Moviola Asia
Supervising Editor: Nelson Ng
Editor: Ball Lai
Assistant Editor: Chun Tang
Producer: Racheal Wong
Colourist: Chan Kwok Choi
Sound: Jordan Ng
Online: Reeve Koh

Music: Drum Music
Composer: Eddie Chung
Arranger: Jezrael Lucero
Producer: Winnie Chan

Aimoldir Dayanbek (Daughter)
Dayanbek Mana (Father)
Aldaniw Berdigul (Mother)
Koshegen Mursali(Chieftain)
Irlan Baimandai (Tribesman)
Chanasai Mana (Tribesman)

Client: UOB
Managing Director and Head of Private Wealth: Chew Mun Yew
Managing Director, Head of Group Retail Marketing: Sivea Pascale

Media Agency: Mindshare
Business Director: Vivace Chen


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