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Cash App’s first live-action growth marketing campaign focused on driving Cash App Card adoption by bringing product utility to life. We developed a testing approach that paired two messaging styles within each concept: explainer hooks, which clearly demonstrate how the product works, and benefit-driven hooks, which highlight the emotional value of using it.

This framework was applied across all live-action and then optimized based on performance, resulting in 88+ video assets and establishing a new, performance-driven creative system for Cash App’s growth marketing.

Role: Creative lead
Copywriter: Kari Keller
Producer: Jose Diaz
Agency: Rosewood

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Creator Content

Developed an approach to creator content designed to simplify product education and drive engagement while maintaining trusts and brand voice. Built guidelines that balanced accuracy, compliance, and clarity with creator authenticity and platform trends, enabling scalable, high-performing content across channels.

Role: Creative lead
Copywriter: Kari Keller
Producer: Jose Diaz

Cash App Card

Historically we have taken a broad approach to the products and value props we feature in our Paid Growth creative. Through consumer testing we’ve identified two main drivers of Cash Card adoption; the utility of the card or the self expression/identity benefit. This creative was make to test into this further and the beginning a audience-led approach to paid creative.

This is our first experiment moving towards a more mature and elevated approach to 3D creative (without losing our edge). Our focus is on elevating our visuals in tone, material, color palette, and styling.

Role: Art Director
Copywriter: Kari Keller
3D artists/animators: Daniel Belay, Victor Bivol
Producer: Jose Diaz

Utility Creative: Environments grounded in the real world, telling stories with minimal objects, materials and scenes representative of our core audience.

Identity Creative: Environment reflective of the card materiality, balancing real and surreal, worlds rooted in nature,

Artist Cards

Exploring new approaches to paid creative and creators, we collaborated with Jose Berrio to design some unique Cash Card assets, focusing on card customization in his signature style. This began a new workstream collaborating directly with artists to develop creative to live on both owned and paid social channels.

Role: Art Director
Copywriter: Kari Keller
Artists: Jose Berrio