Trader Stories | DiMassimo Goldstein

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Trader Stories

The TradeStation customer is not a casual investor looking for a simple app. They are active day traders — guys who can identify the ins and outs of the market, with a sharp understanding of sophisticated tools and strategies. And these guys don’t come to focus groups.

So, we called them on the phone. Listening to the interviews, it became apparent no one could sell the virtues of TradeStation better than a real trader, so why not just let the traders tell their story?

Cutting hours of phone interviews to a 30-second nugget, we developed a unique animation style to bring the audio to life, combining living white board drawings and collage. The campaign looked and sounded like nothing else in the category.