SoFi - Bankless World

SoFi behaves in ways banks can’t and provides products and services they’re not nimble enough to offer. SoFi are not a bank.

For their first ever TV spot we simply say goodbye to banks, as a creation that outgrew its creators. It's too big to fail, but also too big to succeed.


We projected slogans on to the side of the old First National Bank building in Oakland. 

We wanted the images to convey a sense that this was something familiar that had begun to rot. In order to achieve this we worked with photographer Todd Hido, who's work is renowned for radiating contrasts of warmth and cold, loneliness and comfort, dark and light.