Matteo Gullà
Creative Director
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Smart Money

Eight short-form videos teaching a younger audience real investing concepts, built for how they actually watch.

ROLE: Creative Director

YEAR: 2024

DISCIPLINE:

Smart Money

Social-first content art direction creative direction video editing illustration Video casting

CLIENT: Fidelity Investments

THE ASK:

Fidelity wanted to reach young, first-time investors with real financial education — not a scaled-down version of the website, but content built natively for the feed: vertical, fast, and fluent in the formats that audience already trusts.

THE RESULTS:

2+M Impressions

2+K Conversations

22+K Clicks

 

THE THINKING:

Every format choice was a bet on where the audience's attention already lives — ASMR, meme culture, relationship-drama tropes — rather than asking them to meet financial content halfway. The goal wasn't to make investing look fun; it was to teach something true, fast, without condescension.

 
 

Angel v Devil — the internal money argument everyone has, dramatized

Spend less on groceries — a real-life cost problem, addressed directly

How to save on gas — same instinct, different bill

 

How to be a smart homebuyer — the one "big" life-stage topic in the set, given the extra 15 seconds it needed

Money Moves — quick, tactical spending decisions

What are tendies? — investing slang, decoded for people who already know the meme, illustrated live on camera

 
 

Financial 101 — the baseline concept explained in one breath, illustrated live on camera

ASMR Money — literacy content borrowing a format built for a completely different kind of attention

 
 

WHY IT MATTERED:

Young, first-time investors don't learn from a bank's website — they learn from their feed. Smart Money Social met them there: real concepts, real language, fifteen to thirty seconds at a time.

 

MY ROLE:

I led creative direction on the series and worked hands-on across scripting, format design, and visual execution — building each concept from the ground up rather than handing off a brief and reviewing cuts. On two videos, that meant illustrating live on camera. Eight vertical videos, each under 30 seconds, each built around a specific social-native format rather than a generic "explainer" template.