CAMPAIGN
Client
MoneyLion
Role
Creative Director
Agency
MALKA
Year
2023
The Challenge
In 2023, MoneyLion added tax filing to its expanding suite of financial tools, reinforcing its role as the only money app you need. To launch the feature, the campaign highlighted ease of use and the confidence of knocking out taxes fast. “Tax Like a Boss” captured that swagger in a way true to the brand.
Tax Hub Website
To launch the campaign, we built a central tax hub with filing tools and educational tips to help users pursue a max refund. I shaped the strategic wireframe, set the narrative, and guided design and messaging for consistency across every channel.
Social Launch Content Suite
We brought the campaign voice to social with bold content across the two-month lead-up to Tax Day, driving viewers to the tax hub landing page.
"Go File Yourself"
Tax Memes
To show users they could file taxes in minutes inside the app, I created “Go File Yourself”, a mini social campaign remixing famous movie “Go F*ck Yourself” moments into tax-filing prompts. I also voice acted every character, which made it especially fun to produce.
Partnership Content Activation
We partnered with Duke the Tax Guy and NIL athletes Armando Bacot and Kaleb Alvaa on fun, educational tax content that made filing feel like a BOSS move. I concepted, briefed, edited, and scored each spot.
The Impact
The campaign helped drive increased app downloads during tax season while empowering users to confidently file their own taxes through MoneyLion's partnership with Column Tax, making the filing experience feel approachable, accessible, and rewarding.
