Challenge
Robinhood had already won the parent, but the child's account was going to Fidelity. Custodial accounts were the most-requested account type on the platform, and Robinhood didn't offer one.

Concept
Most parents don't think about investing for their kids in terms of returns. They think about it in terms of time. Every year that passes is a year the account should have already been open.

Early Momentum

Pre-launch social blurred the line between Bubba's world and the audience's, because speed and wealth-building aren't that different when you frame them right.

My Role
I originated 'Invest as they grow' — the campaign line that became the spine of the landing page, product copy, social, and hero visual. I wrote across the onboarding flow, value prop screens, and gifting experience.

Built Different

The films define what 'Built Different' means: discipline, independence, and the audacity to build on your own terms.

Value Props

Every race weekend was a chance to connect the track to the portfolio. 'Built Different' ran all season, turning track moments into proof that the mindset works off the track too.

Impact

Built Different delivered. The campaign generated 2M+ impressions across 40+ assets. The unveil post hit an 8.08% engagement rate — more than double the industry benchmark — with 85% of viewers coming from non-followers. It unlocked audiences neither brand could reach alone. Robinhood renewed and expanded the partnership for 2026. The Shorty Awards recognized it as a finalist in Art Direction and Brand Partnership.