GXBank has launched a campaign inspired by Japan’s Tokusatsu genre, featuring three films spotlighting GX FlexiCredit, GX Biz FlexiLoan, GX Biz Account, and Bonus Pocket.
The campaign, called ‘Gegar Sistem’ (Challenge the System), was developed with Publicis Groupe Malaysia and positions everyday Malaysians as heroes confronting legacy banking “monsters” with the help of GXBank. Tokusatsu (特撮), meaning “special effects” or “special filming,” is a genre defined by towering monsters, masked heroes, and over-the-top storytelling often featuring miniatures, costumes, pyrotechnics, and other visual effects. And, as the campaign notes, in the spirit of tokusatsu, change is always possible.
The films were directed by Laura Low of Out of Ordinary Films, with production by Vision Machina, post-production by Post2Post, and audio by TwoAM.
The campaign’s rallying cry is ‘Tak Suka, Ubah Je’ (Hate it, change it), framed as a call for Malaysians to take control of their finances.
“With this campaign, we wanted to reframe everyday financial frustrations as something Malaysians can confront and overcome with the support of GXBank,” said Benjamin Chua, Senior Copywriter, Publicis Groupe Malaysia.
“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.”
“The world was imagined by the team and brought to life with AI to overcome production constraints,” said Chua.
“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.”
“Gegar Sistem is our tribute to the everyday Malaysian,” said Hildah Hamzah, Deputy CEO & COO, GXBank.
“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.”
Established in 2023, GXBank is Malaysia’s first digital bank, according to the release.
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
