The real monsters in GXBank's latest campaign? Outdated banking systems

GXBank Malaysia is taking inspiration from Japanese superhero culture in its latest generative AI-powered campaign, "Gegar sistem" (Challenge the system), which encourages Malaysians to confront outdated financial barriers and rethink traditional banking processes.

Created in partnership with Publicis Groupe Malaysia, the campaign introduces a tokusatsu-inspired universe where everyday Malaysians take on larger-than-life banking "monsters" with GXBank acting as their enabler. Tokusatsu is a popular Japanese film and television genre known for its larger-than-life heroes, giant monsters and heavy use of special effects, serves as the creative inspiration behind the campaign.

The integrated campaign comprises three films alongside digital out-of-home, social, digital and radio executions, spotlighting GXBank's key offerings including GX FlexiCredit, GX Biz FlexiLoan, GX Biz Account and Bonus Pocket.

Drawing inspiration from iconic Japanese franchises such as Ultraman and Kamen Rider, the campaign reframes common financial frustrations as tangible villains that can be challenged and overcome.

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The three 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.

Each film tackles a different pain point in traditional banking, from rejected business loans and slow approval processes to inflexible savings. These systemic frustrations are brought to life as towering kaiju (monsters) that wreak havoc across the city.

As the monsters close in on the main characters, the everyday Malaysians transform into heroes. By activating GXBank’s flexible loans, savings and benefits, they are able to take on the kaiju head-on and ultimately defeat them.

The films used a hybrid AI production pipeline, where live-action performances were filmed in a studio and then reimagined through bespoke AI styling, including character outfits and AI-FX.

"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 at Publicis Groupe Malaysia.

"Inspired by the TV shows many of us grew up with, the tokusatsu genre gave us a powerful and familiar language to turn invisible barriers into villains that can be challenged with GXBank," he added.

The films introduce the campaign's central rallying cry, "Tak suka, ubah je" (Hate it, change it), encouraging Malaysians to take greater control of their financial lives.

According to GXBank, each featured product is designed to address specific pain points within traditional financial systems. GX FlexiCredit offers eligible customers access to funds of up to RM150,000 within minutes, while GX Biz FlexiLoan provides MSMEs with faster access to financing through business sales records or personal banking statements.

Meanwhile, Bonus Pocket allows customers to earn bonus interest while maintaining access to their funds without penalties for early withdrawal, and GX Biz Account offers businesses a fully digital banking solution with daily interest, no monthly fees and no minimum balance requirements.

Beyond its nostalgic creative direction, the campaign also stands out for its production approach. The tokusatsu-inspired world was largely built using AI-assisted tools to overcome production constraints and achieve a scale typically associated with high-budget visual effects projects.

"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 (monsters), 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."

For GXBank, the campaign reflects its broader mission to challenge traditional banking norms through technology and accessibility.

"'Gegar sistem' is our tribute to the everyday Malaysian," said Hildah Hamzah, deputy CEO and COO of GXBank.

"Our products are intentionally built to solve real friction in traditional finance, giving our customers the 'henshin' (transformation) moment they deserve. Seeing our purpose brought to life through the lens of tokusatsu and innovative filmmaking is exciting," added Hildah. 

"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."

Another digital bank which tapped generative AI to visualise its modern and fresh take on banking while rooted in Malaysian culture, is Ryt Bank. Last Merdeka, the AI-powered bank released a short film reimagining the nation’s journey from the Straits of Melaka to the digital frontier.

In under two minutes, it moves from spice for silk, to coins for paper, to the courage of independence, before leaping into today, where Malaysia is once again rewriting the rules. The film is more than a tribute; it asks viewers to consider what Malaysians can build next.

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