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Following the massive success of My Money. My Bank. My Way., Maya returned with an even more bolder campaign: Get Banked!—this time placing not one, but two global icons in the spotlight— Liza Soberano and Dolly de Leon. With this powerhouse pairing, Maya solidified its position as the country’s most trusted and culturally resonant digital bank.
But creating that kind of impact didn’t follow a traditional playbook. In fact, the campaign was developed under rare conditions: agencies pitched blindly, with Dolly’s involvement kept completely under wraps. The creative process became a high-stakes exercise in instinct, brand understanding, and narrative foresight.
Maya envisioned the launch as a Hollywood Movie Premiere—with an edge. But this wasn’t about red carpets, velvet ropes, or glossy glam. It was Hollywood, but make it art. Drawing inspiration from the stripped-down spirit of Tribeca, the creative direction leaned into something raw, urban, and cinematic—perfectly in sync with Maya’s unapologetically bold personality.
Held at BGC Immersive, the venue was completely transformed. Walls were blacked out and bathed in dynamic, floor-to-ceiling projections, turning the space into an evolving art installation. There were no LED screens or corporate banners—only carefully curated visuals that made every corner of the venue feel intentional and immersive.
Guests were taken on a visual and interactive journey: from a Maya-styled Hollywood interview zone and campaign-inspired photobooth, to a looping projection wall and a dedicated “Big Bang” merch display. Every detail reinforced the Maya identity: unconventional, stylish, and far removed from traditional banking norms.
The program, clocking in at under an hour, was tight, impactful, and dynamic. Maya CMO Pepe Torres opened with a concise brand talk, followed by Liza Soberano sharing her personal journey with Maya and teasing future plans.
Then came the big moment: the Get Banked! brand film premiered across two massive projection walls. Halfway through, the screening was cheekily interrupted—Dolly de Leon, revealed for the first time, appeared via projection for a witty, unscripted exchange with Liza that had the room laughing. It was unexpected, clever, and exactly the kind of rule-breaking execution that defines Maya.
The night ended with a relaxed, Tribeca-style Q&A session—directors’ chairs, no teleprompters, just open conversation. It was a perfect finale to a launch that balanced artistry, authenticity, and attitude.
The Get Banked! launch didn’t just meet campaign KPIs, but exceeded them. Social media lit up with buzz, media coverage was widespread, and sentiment was overwhelmingly positive. But more than numbers, the event achieved something deeper: it redefined what a digital bank can look and feel like.
With world-class storytelling, bold creative risks, and the combined star power of Liza and Dolly, Stratminds helped Maya deliver a launch that didn’t just market a product—it created a cultural moment. One that challenged conventions, captivated audiences, and reinforced Maya’s position as a true lifestyle brand in the world of fintech.
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