SoFi is a banking alternative for the 21st century. We worked with acclaimed fine-art photographer Todd Hido to create images that reflected how people feel about banks; contrasting familiar and unknown, comfort and loneliness.
We projected provocative, anti-bank headlines directly on a bank building in Oakland, California. The arresting images were then used in an outdoor campaign, which sent a clear message to the public: this is a different kind of financial company. This is the beginning of a bankless world.