Launching the Official Bank of the NBA.
To launch our partnership with the league, SoFi signed (now Olympic gold medalist and NBA champion) Jayson Tatum. But it went beyond mere spokesmanship — Jayson’s story, passions, and desire to give back aligned with the company’s mission to help everyone get their money right. So not only did we create a powerful TVC talking about his generational ambitions, but we also started the SoFi Generational Wealth Fund, with its inaugural $1 million donation going to the Jayson Tatum Foundation to help fund down payments for first-time homebuyers in Jayson’s hometown of St. Louis.
The result was plenty of earned media, increased brand awareness, and increased positive sentiment among NBA fans.
On a lighter note, we also had fun dreaming up Jayson’s ambitions with a TVC for our “All Your Ambitions” campaign. Also, I got to art direct the arrangement of Jayson’s shoe vault, which was easily one of the best things I’ve ever been paid to do.
CREATIVE direction
Created in house at SoFi, with production by Little Prince.
Lead SoFi team:
ECD: Jonathan Woytek / GCD: Jackie Linayao / ACD: Marty Bonacorso / Sr. PM: Deiter Segura / Copywriter: Trent Matthews / Art Director: Brad Khauv / Editor: Kevork Demirjian / Motion Graphics: Caleb Grady, Matthew Cho