Challenge
Introduce Robinhood as the Official Investing Partner of 23XI in a way that felt culturally fluent to racing fans—and unmistakably Robinhood.

Concept
We built the partnership in phases: two social-first teases to spark recognition and momentum, followed by a launch film anchored by a single platform idea: Build Different.

Campaign Video

Built Different
The campaign film introducing Robinhood’s partnership with 23XI Racing—built on a belief in forging your own path, and a shared mindset between drivers and investors who don’t follow the traditional blueprint.

My Role
Senior Copywriter, GTM. Partnered with Senior Designers from concept through launch—helping define the core idea and shape the creative direction across the campaign film and social work.

Social Teasers

Social-first teasers designed to build momentum and recognition ahead of launch—introducing the partnership through bold, ownable visuals that could flex across placements.

Campaign Extension

Once the visual and messaging system was established, we extended it across athlete moments, race weekends, and key markets—maintaining clarity, consistency, and momentum at scale.

Why This Worked

• Established a clear creative throughline between racing and investing—positioning the partnership as a shared mindset, not a logo placement.

• Built a flexible visual and messaging system that scaled across film, social, athlete moments, and race weekends.

• Balanced cultural credibility with brand clarity, ensuring Robinhood showed up confidently in a new category while staying true to its voice.

• Created a foundation that could evolve over the season, rather than peaking at launch.