Betterment - Make your money hustle

During my first year on the in-house creative team at Betterment, my partner and I were tasked with conceptualizing their new campaign for the 2024 tax season. After immersing ourselves in the brand, the product, and its previous campaigns, we developed a simple idea: Betterment makes your money hustle.

Everyone knows hustle culture is toxic. But your money doesn’t care about that. It will rise and grind, burn the midnight oil, go big or go home, and embrace all those workaholic mantras. With Betterment, your money works overtime so you don’t have to.

This campaign launched across multiple platforms, including TV, OOH, paid social, digital, podcasts, and organic video content on Snapchat and Instagram.