Bringing a defence ETF to life – with purpose at the centre.
AURA ETFs launched DUTY, a US defence-focused ETF, tracking 50 companies across defence tech, autonomous systems, cybersecurity, and space. To introduce it to investors, they needed more than a product explainer; they needed a story that captured both the financial case and the fund’s distinctive character: for every dollar invested, 10% of management fees goes directly to veteran charities.
I wrote two short-form video scripts positioning DUTY against a backdrop of an evolving, borderless security landscape, building the fund’s five categories on screen with precision and purpose. Both scripts balance the commercial and the human, giving the veteran charity angle the emotional weight it deserves without losing the investor-facing confidence the product demands.
