Following a phase of brand and product-led campaigns, the goal was to elevate Hantec’s market presence through a high-impact sponsorship announcement. As Creative Director, I led the development of a regional campaign to introduce Hantec Markets and Hantec Trader as official partners of UFC in APAC. The focus was to leverage the scale, energy, and cultural relevance of UFC to strengthen brand credibility, while creating a clear bridge between elite fighting performance and trading mindset across both brands.
In collaboration with an external agency, we developed a cinematic announcement campaign built around the intensity, discipline, and precision of UFC athletes. The creative translated these attributes into trading behaviours, aligning fighter mentality with trader psychology across both Hantec Markets and Hantec Trader audiences. The campaign was designed as a multi-channel rollout, spanning digital, social, and platform-specific formats, supported by official UFC event branding placements to maximise visibility at the point of announcement. This ensured the partnership landed with both scale and authenticity, embedding Hantec directly within the UFC ecosystem.
The work balanced two tones: a more performance-driven, credibility-led narrative for Hantec Markets, and a more energetic, accessible approach for Hantec Trader, allowing both brands to leverage the same sponsorship in a way that felt native to their audiences.
• Led overall creative direction across both Hantec Markets and Hantec Trader
• Shaped campaign concept in collaboration with external agency partners
• Directed narrative linking UFC performance attributes to trading mindset
• Oversaw creative development, production, and execution across formats
• Managed stakeholder alignment across internal teams and external partners
• Led creative approvals to ensure consistency, quality, and brand alignment
• Ensured campaign adaptability across APAC markets and channels
Random Stat: None.
