The Drum Awards Festival - Extended Deadline

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Agency: Genpop
Client: SoFi
Date: May 2018
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As roughly 3.9 million people in the US get ready to strut across a stage at a college or university graduation with a diploma in hand, they may not realize that they can't truly celebrate until they pay off their student loans.

Many grads will join over 44 million Americans with student debt, totaling $1.5 trillion, according to personal finance company SoFi. It’s no surprise, then, that graduating from debt can feel just as momentous as graduating from school.

SoFi made that moment of relief from student debt a grand occasion for one Midwestern woman, captured in a video. The company surprised Candice, a SoFi member who had refinanced her student debt, with an epic surprise “debt graduation” ceremony with friends, family, and some unconventional surprises planned by the company, together with production and entertainment studio Genpop.

The video shows Candice, who thought she was being flown to Malibu, CA, for a SoFi community member event, as she goes from being greeted by a marching band, seeing her friends and family who had been secretly flown in and donning a purple graduation cap and gown. Then we see her taking in a special dance squad by celebrity choreographer Richy Jackson, her own private graduation ceremony with Instagram-famous dog JiffPom, to finally taking off in a SoFi branded hot air balloon.

Credits

CLIENT: SoFi

CHIEF MARKETING OFFICER: Joanne Bradford

V.P. OF BRAND MARKETING: Meg Ciarallo

EXECUTIVE CREATIVE DIRECTOR: Shahin Edalati

ASSOCIATE CREATIVE DIRECTOR: Kacey Coburn

SENIOR ART DIRECTOR: Charity Read

DIRECTOR, CONTENT MANAGEMENT AND SOCIAL MARKETING: Christine Zalocha

BRAND STRATEGIST: Jean-Michel Hoffman

DIRECTOR OF CREATIVE PRODUCTION: Stephanie Heinsohn

PRODUCER: Jonathan Derovan

PROJECT MANAGER: Quincey Firth

PRODUCTION: General Population

EXECUTIVE PRODUCER: Pierre Nobile

DIRECTOR: Ben Conrad

PRODUCER: Rick Brown

DIRECTOR OF PHOTOGRAPHY: Matt Bass

PRODUCTION DESIGNER: Kris Starr Davila

CHOREOGRAPHER: RICHARD JACKSON

CREATIVE CONSULTANTS: Nate Morley & Bill Yukich

EDITORIAL & VFX : General Population

LEAD EDITOR: Bill Yukich

ASSISTANT EDITORS: Rene Vargas-Madrigal, Sean Brown

VFX ARTIST: Travis Button

MUSIC : Mark Mallman

SOUND DESIGN: Keith Ruggiero

COLOR: Bill Yukich

BTS: Blaine Suque