THE ASK:

Build a campaign that convinces young investors Fidelity is a place they can actually afford to start — reframing zero fees and zero minimums as a reason to invest with Fidelity, not just a fintech. The brief: get a next generation of investors to open a brokerage or Fidelity Go account, positioned as the next chapter of Fidelity's "Zero" platform, built specifically for an under-35 audience.

THE RESULTS:

48+ M Impressions

1.13% CTR

(Click-Through Rate)

556+ K Link Clicks

THE IDEA:

At Fidelity, it's easy to get started investing because we have accounts with zero fees for every kind of investor. The campaign built a playful, hand-drawn world around that one line — zero minimums, zero commissions, zero advisory fees under $10K — turning a dry fee structure into something warm and approachable, made to counter the perception that Fidelity is only for older, wealthier investors.

TIKTOK VIDEOS:

For social, I took the campaign's illustration style directly to camera — filming myself hand-drawing the Fidelity Go character from first pencil marks to finished color, turning the brand's "zero fees" message into a satisfying, native-feeling TikTok format rather than a repurposed ad. It let the audience see the creative process itself, not just the output, which fit a platform where authenticity outperforms polish.