How do you make a financial product as intimidating as “Micro Futures” feel approachable, even delightful?
You shrink everything. Literally.
In partnership with Havas NY, the Micro Futures Micro Roast was a hyper-tactile, miniature coffee break in a box—crafted for traders who needed a break (and a boost) while learning about Micro Futures in the most unexpected way.
Custom designed and produced, this box wasn’t just a promo - it was a full-on micro-experience.
OVERVIEW
TD Ameritrade wanted to introduce Micro Futures to an audience of seasoned and curious traders alike—but in a way that was disarming, memorable, and actually fun. At the heart of the campaign was a simple insight: Micro Futures are smaller and more affordable contracts, designed to make futures trading more accessible to more people. TD Ameritrade didn’t just want to explain that—they wanted to celebrate it.
So we took inspiration from the ritual of a morning coffee and reimagined it at a micro scale, combining bite-sized financial education with handcrafted mini objects you could actually hold, use, and laugh at.
Everything inside—from the cold brew bottles labeled “DUE DILIGENCE FUEL” to micro ceramic mugs—was designed to be both functional and conceptually on point. The box invited play, sparked curiosity, and proved that even finance could have a sense of humor.
JIM CONROY UNBOXING
To bring the experience to life—and infuse it with charm—we enlisted actor and comedian Jim Conroy as our official Roastmaster. In an exclusive unboxing video, Jim guided recipients through every item with sharp wit, improv energy, and roast-level commentary.
Designed to be watched in tandem with opening the box through scanning the QR code, the video became the voice of the experience—breaking the fourth wall, poking fun at how absurdly small everything was, and making Micro Futures into something approachable.
BOX CONTENTS
Each Micro Roast box was a meticulously crafted miniature moment of joy. Here’s what was inside:
Micro Roasted Cold Brew
Custom-branded TD Ameritrade cold brews, small-batch roasted in Canada—engineered to fuel trades and punchlines.
Miniature Ceramic Mug
At just 1.1” tall, branded with TD Ameritrade iconography. Handcrafted and absurdly delightful—perfect for a micro sip of cold brew.
Hand-thrown Ceramic Saucer
A custom-glazed plate to rest your mug or cookie. Café-level elegance that fits in the palm of your hand.
Branded Linen Napkin
At 2.5”, a tiny, printed detail that added unexpected polish—and comedy—to the experience.
Shortbread Cookie Pack
Fresh-baked, perfectly portioned, and ready to rest on your micro saucer.
Double-Sided Cheat Sheet Card
Bite-sized info on Micro Futures and a QR code linking to deeper content. A pocketable way to learn the basics.
Magnifying Glass / Monocle
A literal lens to decode the fine print. Equal parts gag gift and useful tool—because the future is small.
FEATURED ON TD AMERITRADE'S OFFICIAL WEBSITE
The campaign was also proudly featured on TD Ameritrade’s official website, where Micro Roast was positioned as both an educational gateway and a creative brand moment.
The page introduced visitors to Micro Futures with a mix of wit, warmth, and clarity—mirroring the tone of the physical box. Our custom kit was front and center, complete with photography, clever copy, and CTAs encouraging users to “Think Big. Trade Micro.”
Behind the Scenes
