Manila, Philippines – Maya Bank, together with Dentsu Creative Manila, is flipping the script on financial elitism with “Welcome to Maya Black”, a campaign that reimagines the iconic ‘Black Card’ for a new generation.
Long the symbol of exclusivity, the Black Card has been reinvented as a statement of access—modern, inclusive, and unmistakably bold.
Shot entirely in black and white, the film stars Julia Barretto, Maris Racal, and Jericho Rosales, embodying a refined confidence that celebrates privilege without pretence.
“This campaign was about challenging the same old boring way banks have talked about credit cards,” prefaced Pepe Torres, chief marketing officer, Maya Bank.
“Maya Black was never meant to be a symbol of exclusive privilege, but a redefinition of what it means to own a black card,” Pepe added.
Taking the message beyond the screen, Dentsu Creative Manila turned out-of-home spaces into visual declarations of empowerment.
Minimalist billboards, synchronised LED screens, and sleek design language turned black from a barrier into a bridge—transforming exclusivity into an invitation.
“It was a pleasure working with a team that could translate that vision into something that felt bold, defiant and optimistic–exactly what Maya stands for,” Pepe explained, emphasising how the partnership brought creativity and craft to life.
“Having partnered with Maya across many chapters of its transformation, we have always been inspired not just by their innovation but their genuine desire to build for what Filipinos need,” said Wacky Torres, creative director, Dentsu Creative Manila.
Wacky also noted that with Maya Black, the creative expression centred on wanting to echo the ambition of moving Filipinos forward with access to it that feels natural.
