Cash App Pay Awareness Campaign
Role: art director, designer, animator, creative strategist
Team: Lauren Schonzeit (ACD), Kate Catinella (Copywriter), Richard Moot (Developer Advocate)
Output: video ads, video tutorial, email design, blog design, homepage assets, newsletter assets
In this cross-channel campaign, we needed to grab the attention of a developer audience to announce a new payment option avaialble for Square users, and relay the simplicity of integrating the feature, all while finding the overlap between Square’s buttoned up and streamlined brand, and Cash App’s relative transgressive one.
Our working group collaborated closely with brand, marketing, and developer teams across both Square and Cash App to develop multiple approaches to the camapign that varied in tone and design, and ways of scaling across the deliverables. We then zeroed in on the two concepts that were strongest, as well as most different from one another, so that we could A/B test them to learn more whether our developer audience would respond more to playfulness or earnestness, entertainment vs instruction.
The result was that we produced one of the most creative projects our team has done to date, and learned invaluable information about our audience that would go on to inform the foundation for the Square Developer brand refresh.
Ads (A/B tested)
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YouTube Tutorial
Second most popular video on our channel; has 2x as many views as the third most watched video.
Cash App Precedents
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Art Direction
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Pre-Pro
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On set
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Online Payments Homepage
As part of the project, our team also designed a one-of-a-kind interactive game for TikTok that played off of Buzzfeed type games but integrated substantive content for a technically-minded audience, all while embedding fun animations We ultimately could not build the game due to logistical limitations, but the project demonstrated our team’s ability to create innovative, experimental, and genuinely fun content.
