🤝 MOX
🧠 BYFA
🎨 STEPHEN CHUNG , HELEN LAU , YUKI
👔 SHADOW CHAN
MOX
Personal Tax Campaign 2025
Ft. Sofiee Ng Hoi Yan
This campaign for Mox’s personal tax loan reimagines tax season through a fitness-led visual language. Built around the dual meaning of “PT” — Personal Tax and Personal Training — the imagery presents Sofiee Ng as a trainer-like presence, visualising the weight of tax obligations and the relief that comes with better financial preparation.
The shoot shifts Sofiee away from her softer, lifestyle-facing image, presenting her with a sharper sense of focus and physical intent. Athletic cues such as balance, tension, and controlled movement express dedication and momentum, reinforcing Mox’s positioning around speed, flexibility, and transparency.