When Maya, a digital bank undergoing a major reinvention, collaborated with Liza Soberano, a successful actress rebranding her image, it was a match made in heaven.

Both faced similar challenges: finding their place in saturated and competitive industries, contending with widespread critique, and solidifying their legacies within their respective fields.

Maya has a chic, premium feel — yet remains accessible to consumers.

It was important to maintain Maya’s existing voice in producing an event that would be distinctly theirs, while simultaneously breathing new life into the brand in a way that stayed consistent with its previous messaging and identity.

A critical part of the strategy was ensuring that Liza Soberano’s participation would remain a surprise until the most optimal reveal.

The goal was to achieve a common objective through an unexpected, yet perfectly sound, partnership — a union grounded in a shared mission to reassert their relevance. Seeing someone like Liza Soberano appear — not just as a Brand Ambassador but as Chief Advocacy Officer — at a press event for a digital bank was bound to make an unforgettable impact.

Executing the Big Reveal

True to Maya’s ethos of convenience, guests received digital invitations.

Upon arrival, they were promptly welcomed onto a sleek black carpet for photo opportunities before being ushered into the event hall for seating.

The program began with the showing of a whimsical TVC.

Then, in a carefully staged moment, the screen split into two, revealing a silhouette — and then, dramatically, Liza Soberano herself.

She announced not only her new role as a Brand Ambassador but also her position as Chief Advocacy Officer. As expected, the reveal sparked a flurry of questions, which were addressed through a talk by Liza herself, where she discussed how the Maya platform allowed her to create a legacy beyond show business and what “Defiance with Optimism” meant for her.

Afterward, the host invited CMO Pepe Torres and TVC Director Lyle Sacris back onstage for a Q&A session to answer any remaining queries.

Beyond the Program: Interactive Brand Experience

While the main program ended, the activation truly began after.

Guests were treated to a series of immersive booths designed to inspire creativity. A photo booth — styled similarly to the whimsical TVC — encouraged attendees to unleash their inner playfulness, complete with the callout: “@UseYourNameFTW!”

The event execution remained true to Maya’s brand identity: sleek and tasteful in appearance, yet quirky and unconventional in spirit.

Every detail was thoughtfully constructed for cohesion, offering a unified, memorable experience.

The flow of information moved from broad to specific, allowing guests to absorb the context gradually and leave feeling fully informed and engaged.

Redefining Authentic Partnerships

Project Hope was revolutionary in reimagining what celebrity endorsements could be. The partnership between Maya and Liza was grounded in mutual respect and alignment, challenging the traditional model of superficial brand deals often motivated by profit alone.

It recalibrated how audiences view endorsements, inviting them to question how many are truly intentional and authentic.

In the end, Project Hope delivered more than just a successful launch; it offered a glimpse into a new culture of purpose-driven, meaningful brand collaborations — where legacy, authenticity, and ambition intersect.

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Let’s make it happen!