GXBank battles banking monsters in Tokusatsu-inspired campaign from Publicis Groupe Malaysia

Inspired by the larger-than-life heroes and city-shaking monsters of Japan’s iconic Tokusatsu genre, GXBank has launched a new campaign, created by Publicis Groupe Malaysia, that calls on Malaysians to rise up and challenge the system.

Established in 2023, GXBank is Malaysia’s first digital bank with the mission of leveraging technology to disrupt the traditional banking sector. It strives to make high-quality financial services conveniently accessible so that every Malaysian can be financially resilient.

Called Gegar Sistem (Challenge the System), the campaign consists of three films alongside executions on digital out-of-home, social, digital and radio, spotlighting key GXBank products: GX FlexiCredit, GX Biz FlexiLoan, GX Biz Account and Bonus Pocket. GXBank partnered with Publicis Groupe Malaysia to bring to life a Tokusatsu-style universe where everyday Malaysians take on legacy banking “monsters” with GXBank as their enabler. The films were created in collaboration with director Laura Low from Out of Ordinary Films, production partner Vision Machina, post-production studio Post2Post and audio house TwoAM.

“With this campaign, we wanted to reframe everyday financial frustrations as something Malaysians can confront and overcome with the support of GXBank. Inspired by the TV shows many of us grew up with, like Ultraman and Kamen Rider, the ‘Tokusatsu’ genre gave us a powerful and familiar language to turn invisible barriers into villains that can be challenged with GXBank,” explains Benjamin Chua, Senior Copywriter at Publicis Groupe Malaysia.

‘Tokusatsu’, meaning ‘special effects’, is a genre defined by towering monsters, masked heroes and explosive, over-the-top storytelling, where the battles are intense, but change is always possible.

“The world was imagined by the team and brought to life with AI to overcome production constraints. Actors performed in a stripped-back studio using minimal physical markers, while AI was used to build out the universe, from environments and props to costumes, kaiju, supporting characters, motion graphics and voice work trained on the cast. This enabled a level of scale and stylisation that would have otherwise been out of reach,” adds Benjamin.

“Gegar Sistem is our tribute to the everyday Malaysian. Our products are intentionally built to solve real friction in traditional finance, giving our customers the ‘Henshin’ moment they deserve. Seeing our purpose brought to life by the team through the lens of Tokusatsu and innovative filmmaking is exciting. This isn’t just about nostalgia; it’s a celebration of the Malaysian spirit, and proving that with the right tools, anyone can conquer their giants and achieve their financial freedom,” said Hildah Hamzah, Deputy CEO & COO, GXBank.

The films introduce the campaign’s rallying cry: ‘Tak Suka, Ubah Je’ (Hate it, change it), a call to action for Malaysians to start taking control of their finances.

GX FlexiCredit gives consumers instant access to funds of up to RM150,000 within minutes, reducing arduous wait times and uncertainty. GX Biz FlexiLoan, designed for Micro, Small and Medium Enterprises (MSMEs), unlocks fast, flexible financing using business sales records or personal banking statements, helping businesses stay agile. Bonus Pocket offers customers bonus interest on their savings through flexible tenures, while keeping funds accessible with no penalties for early withdrawal. GX Biz Account is a fully digital business account offering registered businesses, including sole proprietors, daily interest with no monthly fees and no minimum balance.

Credits
Client: GXBank
Deputy CEO & Chief Operating Officer: Hildah Hamzah
Regional Head of Marketing, Financial Services: Pamela Chia
Head of Marketing: Yan Han Yeap
Senior Communications Manager: Regina Robin
Brand & Marketing Specialist: Soon Weng Chin

Agency: Publicis Groupe Malaysia
Chief Creative Officer: Emir Shafri
Creative Director: James Yap
Creative Group Head: Yuee Tong
Art Director: IC Liew
Senior Copywriter: Benjamin Chua
Copywriter: Alif Nazmi
Designer: Alis Azli
Client Partner: Lee Poh Li
Associate Account Director: Michelle Chang
Account Executive: Dorcas Wee
Chief Strategy Officer: Andrew Michau
Strategic Planning Director: Jia Ying Chew
Associate Strategic Planning Director: Vhinasyhah Raja Gopal
Head of Production: Nisha Khirudin
Producer: San Wong

Production House: Out of Ordinary Films
Director: Laura Low
Executive Producer: Charlotte Yeo
Producer: Dest Kim

Generative Technology Studio: Vision Machina
Post Production House: Post2Post
Audio House: TwoAM