Anatomy of Craft

The Ask

NBCUniversal and UBS approached BearJam to develop a premium brand series that would position UBS as “the true master of banking craft.” With over 160 years of experience, UBS wanted to explore what craft really means in today’s context—through the lens of sustainability, data, and process—while elevating its global brand narrative.

The challenge was to create a visually rich and emotionally intelligent video production series that could resonate with both internal and external audiences. The series needed to explore deep, thematic storytelling, while showcasing the people behind the craft—innovators, thinkers, and visionaries—alongside UBS leaders who could contextualise how the same principles underpin the bank’s legacy and leadership.

BearJam was commissioned to:

• Develop a three-part cinematic video series

• Deliver a suite of cutdowns for digital and social use

• Handle production across multiple international locations

• Lead post-production including sound design, colour grade, and GFX

The Result

The Craft Series is a cinematic exploration of what it takes to master your craft—whether in art, sport, or finance. Each episode dives into a different theme:

• Episode 1: Legacy – The Guardianship of Tomorrow
  Sustainability thought-leader Rachel Delacour (SWEEP) and UBS’s Chief Sustainability Officer, Michael Baldinger, explore how legacy is about more than history—it’s about shaping a sustainable future.

• Episode 2: Data – The Precision in Play
  James Allison, Technical Director of the Mercedes-AMG PETRONAS Formula One Team, shares his perspective on the power of data in racing, joined by UBS’s Daniel Dowd, who unpacks its impact on decision-making and client outcomes.

• Episode 3: Process – The Journey of Mastery
  Featuring an artist and a UBS representative, this episode highlights how experimentation, failure, reflection, and iteration are vital to any craft—artistic or financial.

Across all episodes, BearJam crafted a sophisticated video production style that blends vérité interviews with cinematic visuals. Prime lenses, natural light, fluid camera movement, and striking composition helped elevate each story. The narrative structure intercuts between real-world masters of craft and UBS experts—roughly a 70/30 balance—allowing each theme to unfold through two complementary voices.

The series includes subtle UBS brand integration, high-end motion GFX (set in the elegant Butler typeface), and precise sound design to ensure every detail feels deliberate. The final content was delivered in multiple formats:

• 3 x Hero Films (One per theme)

• 3 x 60-second Cutdowns

• 3 x 30-second Cutdowns

Filming took the BearJam crew to locations including New York, Zurich, Lisbon, and London, with full post-production—including colour and audio—completed in-house. The series has since been shortlisted for Best Online Advertising Campaign at the Global Entertainment Awards.