NEVERLESS
I joined Neverless at day zero as Creative Director and Marketing Lead.
No users. No track record. A finance product asking people to trust it with their money.
Finance of all things. Boring. Hard to understand. Legally painful to advertise. The challenge was massive.
I owned the entire creative system, from naming and tone of voice to creative strategy and execution, and led the team where fintech hadn’t gone yet.
Bold social. Real-world activations designed to resonate online. Culture-first work that broke out of tech press and into mainstream media. Actual newspapers.
The result: a record £8m pre-seed round, one of the largest startup pre-seed rounds ever in Europe.
About a year in, Neverless launched crypto trading with zero commissions. For a not-so-well-known startup, talking crypto immediately created a marketing problem: credibility.
So the launch had to do two things, in this order: earn trust, then scale.
Against the rulebook, even though our audience lived online, we launched offline.
Not to reach crypto users, but to borrow credibility. Anything running in a central tube station of a European capital like Madrid instantly feels more real than a dodgy Instagram ad about crypto.
The work had to be so bold, so outrageous, it wouldn’t need us to push it online. It had to travel there on its own. Through newspaper articles, photos people took themselves, debate, outrage and screenshots of ads that clearly existed in the middle of a city.
And that’s exactly what happened.
Still slightly baffled these actually ran.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 captured attention wherever it lived, jumping on trends and creating original work for each platform without losing the brand or faking the tone.
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. Because being social-first isn’t just having social accounts, it’s actually being social with people.
We talked back, ran Zealy and Discord contests, did giveaways, caused a bit of chaos and turned attention into participation.
