HKMA award
entry submission
The HKMA Marketing Excellence Awards is one of Hong Kong's most recognised industry marketing accolades. Entry submissions require brands to demonstrate campaign effectiveness to an industry judging panel. Therefore, the video had to argue a strategic case, not just look good
Service:
Campaign Film Editing · Storyboarding
Client: Hong Kong Jockey Club via Omnicom Media
The Hong Kong Jockey Club — one of Hong Kong's largest community benefactors and a 140-year institution — submitted an entry to the HKMA Marketing Excellence Awards. The submission required a structured video walking judges through Step by Step with You, HKJC's community-first marketing campaign documenting the Club's decades of philanthropic work, charitable giving and social initiatives across Hong Kong. The video presented the campaign's strategy, community impact and measurable results to an industry judging panel, making a compelling case for how consistent, purpose-driven communication shifts public perception at scale.
The approach
Took the project from brief through to final delivery. Developed the full storyboard across all the animated scenes, mapping the narrative arc from institutional history through to measurable campaign outcomes, including audience perception shift data and community engagement statistics. Incorporated voiceover scripting alongside each scene, ensuring the spoken narrative and visual footage worked together rather than duplicating each other. Managed client feedback across multiple revision rounds, adjusting scene structure, footage selection and voiceover tone in response. Recorded and directed the final voiceover, then edited the complete video for submission.
Process
Starting from the client brief, I developed a 27 scene storyboard mapping the narrative from HKJC's 140-year history through to the measurable outcomes of Step by Step with You. Each scene was planned with footage and voiceover together, so neither was doing the other's job.
The visual approach was rooted in HKJC's brand colour scheme, using bold, high-contrast graphics throughout — deep blue backdrops, sharp typographic callouts in yellow and white, and structured motion graphics to present statistics clearly without losing the human story behind them. The treatment was deliberately energetic to counterbalance the institutional weight of the subject matter, making the video feel like a campaign piece rather than a corporate report.
The project went through multiple client feedback rounds, with adjustments to scene order, footage selection and voiceover tone at each stage. Once direction was confirmed, I directed the voiceover recording and cut the final edit, bringing archival footage, campaign materials and data together into a single coherent submission. The closing scenes landed on the perception shift results and statistic across three audience measures, which were the numbers the entire narrative had been building toward.
