UBS / Branded / 2022
I'm 24K
A gold-lit anthem that reforges 24 karat purity into a statement of self: true, authentic, and bling like no other.
The Stills
The Film
UBS Gold takes 24K, the mark of the purest gold, and turns it into a way to describe a person rather than a product: bold, authentic, unapologetically themselves. Built as a music-led anthem instead of a straight product spot, it runs on mood and lyric, moving from true is the purest gold to the closing hook, I am 24K, bling like no other. The jewellery becomes the emblem of a character, not the subject of a sale.
The Craft
There is no dialogue and no voiceover; the piece is scored end to end and cut like a music video, so the track carries the story and the edit breathes with the beat. Sparse on-screen lyric lines act as chapter markers while the grade leans into the warmth and shine of gold to keep the whole ninety seconds feeling escapist and rhythm-first.
The Cast
The film leans on an aspirational, character-forward cast picked to personify the 24K idea: confident, individual, and at ease in their own skin. They wear the gold as an extension of self rather than posing as models, which keeps the focus on attitude over product.
