Invest in ME
Digitas Internship 2026, Bank of America Capstone Project
Gen Z doesn’t define themselves by demographic markers. In fact, 81% define themselves by what they’re passionate about.
What if Merrill Edge could quiet the noise of endless investment recommendations by focusing on what Gen Z is already invested in: their interests? Merrill Edge’s Idea Builder allows young investors to learn how to invest, regardless of experience. By starting with stocks tailored to what they love, Gen Z can develop the skills to make smart investment choices with a trusted financial partner.
Art Direction
Zoe Rahaim & Evan Garvey
Copywriting
out of home
CTV + audio scripts
influencer-led activations
influencer partnerships
Each influencer—Marques Brownlee, Danielle Pheloung, and Brett Chody—was selected as an example of someone who followed their passions and invested in themselves as they built their online following.
These creators will share how they use Merrill Edge and how it helps them keep pursuing their passions.
running of the bulls
The Tour: Influencer Brett Chody leads a 4-city Merrill Edge run club, ending in Chicago with a pre-race shakeout run and a post-marathon Reset Lounge.
The Message: Brett will use her socials and her platform at the run clubs to share how Merrill Edge has made it easy for her to follow her passions and invest in herself.
Digital Activation: Participants can follow the tour virtually via Strava’s “Running of the Bulls” challenge and never miss a workout.
portfolio personalities
Merrill Edge delivers Spotify-inspired investment summaries at the end of each fiscal quarter based on users’ investing habits and behaviors. People looking to see who else falls under their personality category can download and share their results on social media.
Influencers will post their personalities to build user credibility and increase circulation as more people showcase and compare their unique investing personalities.
experiential
ME time
To connect with Gen Z, Merrill Edge will bring interactive, stress-relieving experiences directly to college campuses.
Campus Pop-Ups: Engaging activations like charm bars, lawn games, and pot painting will offer students a fun, relaxing break from their busy routines.
The Message: Each experience demonstrates how the hobbies and passions Gen Z loves today can tie into investment categories and opportunities.