SOFI: The ad campaign that launches the 'beginning of a bankless world'

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