Monarch Money partnered with Filmkraft to launch its first national TV campaign, with a clear goal: build a performance-driven creative system that could generate insights and support long-term scale.
Rather than anchoring the launch around a single hero spot, the campaign was designed to test multiple formats, tones, and narratives across linear TV and CTV.
Monarch was entering television as a modern subscription product in a legacy fintech category.
The creative needed to:
This was not a one-off awareness play. It was a testing and learning initiative.
Filmkraft and Monarch designed a modular TV creative system built around three principles:
1. Multiple concepts over a single message
Different audiences require different emotional entry points.
2. Emotion first, product always
Money is personal. Creative needed calm confidence, not pressure.
3. Built for performance conditions
All concepts were designed 15s-first, with modular :30 expansions.
The campaign delivered eight distinct spots, spanning multiple creative formats.
These executions showcased Filmkraft’s specialization in UI-driven TV advertising.
Each testimonial prioritized authenticity and trust over sales language.
These spots bridged brand storytelling and performance utility.
All eight spots were delivered in :15 and :30, designed for linear TV, CTV, and performance placements. Production was planned modularly to support efficient adaptation and future optimization.
Monarch launched TV with:
Rather than betting on one idea, Monarch entered television with options.
Modern TV campaigns perform best when creative is designed as a system — not a single spot.
