This campaign targeted college students at a critical moment when financial habits are formed, but traditional messaging often fails to resonate.
As art director and design lead, I developed a creative approach rooted in how students actually express identity and intent. We started with a simple but scalable insight: financial motivation already shows up in student culture, whether that's on laptops, water bottles, and notebooks. I translated that into a system of bold, sticker-inspired messaging that became the foundation of the campaign’s visual language and on-campus presence.
From there, I extended the concept into a video series designed for orientations and campus events. Rather than attempt to define “college life,” I made a deliberate creative decision to keep those moments largely out of frame. We simply allowed life to unfold around the Fidelity app. This kept the work authentic while positioning the product as a natural part of students’ day-to-day decisions.
I partnered closely with the production studio Vagrants to bring the concept to life, directing the visual approach to ensure consistency across physical and digital touchpoints.
The result was a cohesive, culturally relevant campaign that met students on their terms. We introduced Fidelity not as a distant institution, but as a practical, everyday tool for building their future.
