Standard Chartered has rolled out a global campaign, 'Move Ahead' inspired by its Formula 1 partnership and the shared belief that success is built long before the defining moment arrives.

The bank is the official wealth management partner and official corporate and investment banking partner of Formula 1.

The campaign comprises an ad film.

The 1-minute film uses the world of Formula 1 as a metaphor for how Standard Chartered’s global network and expertise help clients navigate changing markets and turn insights into opportunities. It follows the idea that success is built through preparation, adaptability and informed decisions, showing how the bank helps clients overcome challenges and move closer to their goals.

The film combines human-crafted creative direction with AI-generated and AI-modified visuals, allowing the team to create Formula 1-inspired perspectives and sequences that would have been difficult to capture during the racing season.

What we think about it: The film strikes a strong balance between the spectacle of Formula 1 and the more measured world of banking, making the metaphor feel natural rather than forced. Its polished visual treatment and clear narrative give the film a premium feel, while the AI-assisted execution adds a layer of visual distinctiveness without overshadowing the core brand message.

Sarah Hagan, global co-head, corporate affairs, brand and marketing, said, “Move Ahead is a powerful expression of what our brand stands for. Success is rarely defined by a single moment; it comes from preparation, insight and the confidence to act when opportunity emerges. That same belief shapes how we help our clients achieve their ambitions across the world’s most dynamic markets. Our partnership with Formula 1 gives us a distinctive platform to bring that story to life. By combining creativity, craft and new production techniques, we’ve created a campaign that feels globally relevant and unmistakably Standard Chartered.”

Eva Ang, global co-head, corporate affairs, brand and marketing, added, “Move Ahead brings together the strength of our international network with the reach and impact of our Formula 1 partnership. It draws on the precision, teamwork and relentless pursuit of performance that define the sport and connects them to how we help our clients succeed. This gives us a compelling global platform to demonstrate the value of our network and expertise, deepen our relevance with clients and tell a distinctive Standard Chartered story.”

The campaign will roll out globally across digital, social and owned channels from September 2026.