NEVERLESS
I joined Neverless at day zero as Creative Director and Marketing Lead.
No users, no track record, and a heavily regulated finance product asking people to trust it with their money. Very challenging.
I owned the full creative ecosystem, building social-first work that broke out of tech press and into mainstream media.
The result: a record £8m pre-seed round, one of Europe’s largest ever.
When Neverless decided to launch a crypto service, I got nervous. Great product. Massive trust problem.
So we had to do two things, in this order: build credibility, then scale.
We launched offline on purpose. Bold OOH in central Madrid wasn’t about reaching our audience, it was about trust. Existing physically in a city signals legitimacy, regulation and credibility.
Then, the work had to be so bold, so outrageous, it would travel online on its own, where our audience actually lived. Not through us, but through reputable newspapers, people taking photos, screenshots, debate and outrage.
And it worked. 10M impressions.
At a startup, most of the budget goes into the product, not marketing. So we relied on ingenuity over spend, and content became king.
We built a younger audience that usually ignores finance or finds saving chat boring, by meeting people where they already were: Instagram, TikTok, Discord, Zealy and X.
Organic first. Paid when it earned the right.
We didn’t just post. We jumped in, replied, stirred things up and showed up in mainstream brand conversations online. Being social-first meant being social with our audience, not just posting on our social channels.
We talked back, ran Zealy and Discord contests, did giveaways, caused a bit of chaos and turned attention into participation.
