Don't hate the player, change the game

StarX is a startup incubated by Eric Schmidt’s new holding company with an ambitious mission: make human capital an asset class. Yes, you read that right—imagine a world where your favorite creators like LeBron, Zendaya, & Drake have their own stock market and fans can invest in their personal brands. Our goal was to appeal to a more diverse audience who didn’t necessarily see themselves as investors.

Thanks to the magic of parasocial relationships, celebrities are probably the most relatable assets that the world, especially younger investors, can get behind.

Everything we do is designed to turn the world’s biggest fans into investors. They don’t work in finance. Patagonia vests aren’t their wardrobe staple. They don’t talk stock tips at dinner parties. But they do rally behind a prolific creator just like the rest of us. The winning campaign concept was about putting the creator front & center. So we made the “X” the superscript of the brand logo.

The campaign creative juxtaposes conventional portfolio assets with this new asset class of bright and shiny stars to make it painfully obvious which is a better choice.