Mood Capsule
In a first - Cash App launched a new debit card in tandem with a clothing collection. The heat-reactive card was developed in parallel with a heat changing apparel collection to uplift debit card actives and create additional awareness, buzz and desire for the Mood Card.
Our team wanted to treat the upcoming Mood Card launch like a fashion accessory drop – by pairing it with a Cash by Cash App product, launching it with a stylized campaign shoot, and hosting an exciting press event to preview and touch the card. The launch blew our previous card sales out of the water, selling 8x more cards in the first week than all previous launches and sold out in a week and our social posts became some of our top performing posts of the year.
Role: Art Director
Creative Director: Allison Supron
Copywriter: Chad Johnson
Producer: Thao Le
Cash App - organic statics
CBCA - organic statics
CRM
In App
Paid Social
To celebrate the release, we hosted launch party in Soho.
We invited press and influencer to experience the collection in person and encouraged them to share the event on social. We turned the space into an immersive MOOD installation inspired by James Turrell, drenching the room transforming every 15 minutes. We has an aura photography and readings + local artists to customize mood cards and apparel.
We sold out in 2 weeks!
8x more cards in the first week than all previous launches
188,927 cards sold in the first Quarter
and the Glow card is now a evergreen Cash App card
Wait for it ^ it’s super cool
