Más con Fidelity was created to address a stark gap: Latino households in the U.S. hold significantly less wealth and are far more likely to be unbanked or underbanked. Rather than market at the community, we built a platform designed to earn trust from within it.
As lead designer and art director, I shaped the campaign end-to-end—from visual identity through production and digital experience. We centered the work around sobremesa, a culturally rooted space for honest, intergenerational conversation and brought real Fidelity employees into the spotlight to share lived experiences around money, investing, and access.
I led the development of a vibrant, culturally resonant visual system—drawing from Fidelity’s palette while introducing expressive elements inspired by Latin American folk art—to create something that felt both credible and deeply authentic. This extended across video, paid social, and a dedicated educational hub on Fidelity.com/Más.
Beyond execution, I directed cross-functional teams spanning writers, producers, and film crews, ensuring the work maintained a consistent voice grounded in empathy rather than promotion.
The campaign drove over $1B in new investments across thousands of accounts, demonstrating that culturally fluent storytelling—when paired with strategic clarity—can translate directly into measurable business impact.
Episode
Investing: Helping Your Money Grow
Episode
Saving: Getting Ahead By Getting Started
