DB.

By late 2022, Cash App had already been a widely-adored financial services platform for years.

But outside of one-off creative collaborations with Kendrick Lamar, Serena Williams, and Odell Beckham Jr., it had never solidified its voice through a proper brand anthem campaign. 

So, they tapped me to consult on a proof-of-concept film that would uphold the emotional intent of their “What’s Money?” tagline, and create an artful and audience-first creative foundation that they could build on into 2023 and beyond.

I began by pulling from the brand’s strategic research and familiarizing myself with the target audience, then wrote a script that struck the right balance of playful, thoughtful, and memorable.

Next, I pulled a trove of existing footage — from commercials, movies, music videos and skate films — and worked with an editor to create a mood edit. Although the actual campaign never went into production, I loved the exploration.