Bankless world? Yes, SoFi, is a leader in marketplace lending and the largest provider of student loan refinancing, and they want you to see a brighter future. With MUH-TAY-ZIK | HOF-FER they created this campaign, projected onto bankings old buildings, to show you the light. Insert visual pun here.

“SoFi is the future of financial services,” says John Matejczyk, Executive Creative Director at MUH-TAY-ZIK | HOF-FER. “It’s what allows them to innovate in ways banks won't, or can't. For SoFi’s first-ever TV and cinema spot, "This is the Beginning of a Bankless World," we simply say goodbye to banks, as a creation that outgrew its creators. It's too big to fail, but it's also too big to succeed. The team at SoFi is daring, and dedicated to innovating. Their approach to marketing is similarly inventive. They've been amazing to work with. This is the kind of bold marketing we used, ironically enough, when I was creative director on Citi while at Fallon when we did the “Identity Theft” campaign.”

Matt Hofherr, Director of Strategy at MUH-TAY-ZIK | HOF-FER adds: “With ‘Bankless World,’ we’re raising awareness that SoFi exists through a singular idea and dramatic creative approach, We want to get their name out there and lay the groundwork for future communications. Then we follow up with “Great loans for great people,” which will delve deeper into SoFi’s innovative offerings from personal lending to mortgages, free wealth management and career counseling.”

Ah, "raising awareness". It's totally fine if nobody gets it then.

CLIENT: SoFi Title: This is the Beginning of a Bankless World Agency: MUH-TAY-ZIK | HOF-FER ECDs: John Matejczyk, Jay Berry ACDs: Adam Ledbury, Guy Lemberg Creative Director: Todd Bois Designer: Bob Dinetz Head of Production: Michelle Spear Nicholson Senior Producer: Jona Goodman Suarez Producer: Megan Ubovich Account Director: Noel McKenzie-Johnson Account Supervisor: Veronika Luquin Campbell Director of Strategy: Matt Hofherr Associate Director of Strategy: Rachel Gold Director of Media: Eric Perko Media Strategist: Nadia Last Production / FURLINED Director: Douglas Avery Director of Photography: Max Goldman Head of Production: Sheila Eisenstein Senior Executive Producer: David Thorne Executive Producer: David Richards Producer Greg Haggart Editorial / WHITEHOUSE POST Editor: Brandon Porter Head of Production: Joanna Manning Post Producer: Jennifer Mersis Finishing / CARBON LA Executive Producer: Matthew McManus Color / COMPANY 3 Senior Colorist: Dave Hussey Record & Final Mix / ONE UNION Senior Engineer: Eben Carr Senior Engineer: Matt Zipkin Music / TRAVIS + MAUDE Executive Producer: Kala Sherman CLIENT: SoFi Title: Great Loans for Great People Agency: MUH-TAY-ZIK | HOF-FER ECDs - John Matejczyk, Jay Berry ACDs - Adam Ledbury, Guy Lemberg Director of Strategy: Matt Hofherr Associate Strategy Director: Rachel Gold Designer: Bob Dinetz Head of Production: Michelle Spear Nicholson Senior Producer: Jona Goodman Suarez Producer: Megan Ubovich Account Director: Noel McKenzie-Johnson Account Supervisor: Veronika Luquin Campbell Director of Media: Eric Perko Media Strategist: Nadia Last Production / Tool Director: Marc Forster Director of Photography: Nicholas Loir Executive Producer: Robert Helphand Producer Lindsay Skutch Editorial / Arcade Editor: Kim Bica Executive Producer: Nicole Visram Post Producer: Adam Becht VFX / FRAMESTORE Senior VFX Producer: James Alexander Senior Executive Producer: James Razzall Visual Effects Supervisior: Michael Ralla Executive Creative Director: Aron Hjartarson Color / Frame Store: Senior Colorist: Beau Leon Record & Final Mix / Eleven Senior Engineer: Jeff Payne Music / Squeaky Clean Composer: Rob Barbato Executive Producer: Carol Dunn Music Producer: Chris Shaw
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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