Challenge
Robinhood partnered with 23XI Racing and needed to earn its place in NASCAR — not just occupy it.

Concept
Robinhood disrupted Wall Street. 23XI disrupted NASCAR. 'Built Different' captured the energy of two revolutionaries building on their own terms.

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 the 'Built Different' concept in a competitive internal pitch alongside designers. My concept was selected, and the full team — creative, production, and an external agency — built on it. I wrote copy across films and social executions.

Built Different

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

All Season Long

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.