We Built This City
Music Arrangement
Music Strategy
Original Music Composition
Sound Design
Project Overview
A vibrant reimagining of “We Built This City” in Cantonese, this HSBC SVNS campaign brings the energy of Rugby SVNS into the streets of Hong Kong, blending cultural pride with bold, modern production. The result is a dynamic, globally resonant piece that celebrates both the city and the sport.
Details
We helped reimagine the musical core of the HSBC SVNS campaign, a global initiative designed to bring the energy of Rugby SVNS directly into the heart of Hong Kong. The creative vision called for a piece that would feel culturally grounded yet universally resonant - something bold enough to match the electricity of the tournament, while still honoring the identity of one of the world’s most iconic cities.
At the center of the campaign is a refreshed, Cantonese-language reinterpretation of the 1980s classic “We Built This City.” Our role was to craft a musical world that could carry both the nostalgia of the original track and the contemporary dynamism of Hong Kong’s streets. Working closely with the creative team—including Nicholas Sellars, Katie Moore, and Nick Wood—we developed an approach that fused modern production, local flavor, and the spirited pulse of the sport.
The arrangement, led by Jordan Teal, and the overall music production, guided by Mathieu Kranich, brought the song into a vibrant new context. Together, we shaped a sonic identity that feels cinematic, rhythmic, and deeply connected to place. The resulting track supports director Tim Green’s striking visual storytelling, weaving seamlessly through scenes of the city and amplifying the cultural celebration at the core of the piece.
What makes this project enduring is its balance of heritage and innovation. By blending a beloved pop anthem with the energy and pride of Hong Kong, the campaign captures a sense of global excitement while remaining authentically local—creating a memorable, emotionally engaging experience for audiences across Hong Kong, the UK, Dubai, Singapore, Australia, and New Zealand.
At the center of the campaign is a refreshed, Cantonese-language reinterpretation of the 1980s classic “We Built This City.” Our role was to craft a musical world that could carry both the nostalgia of the original track and the contemporary dynamism of Hong Kong’s streets. Working closely with the creative team—including Nicholas Sellars, Katie Moore, and Nick Wood—we developed an approach that fused modern production, local flavor, and the spirited pulse of the sport.
The arrangement, led by Jordan Teal, and the overall music production, guided by Mathieu Kranich, brought the song into a vibrant new context. Together, we shaped a sonic identity that feels cinematic, rhythmic, and deeply connected to place. The resulting track supports director Tim Green’s striking visual storytelling, weaving seamlessly through scenes of the city and amplifying the cultural celebration at the core of the piece.
What makes this project enduring is its balance of heritage and innovation. By blending a beloved pop anthem with the energy and pride of Hong Kong, the campaign captures a sense of global excitement while remaining authentically local—creating a memorable, emotionally engaging experience for audiences across Hong Kong, the UK, Dubai, Singapore, Australia, and New Zealand.
