Overview:

Brand Agency Recess Studios was pitching Cash App on a bold relaunch campaign for its Savings feature – spotlighting 3% interest, zero fees, and customizable goals. The ask: transform an everyday financial tool into something aspirational, personal, and visually dynamic. The deadline: 24 hours.

Role:

Concept & Scriptwriter - Recess Studios tapped me and a co-writer to develop two creative directions for their Cash App pitch: one grounded in reality with fantastical touches, the other in an immersive CGI world.

Deliverables Included:

• Two creative directions with distinct tone and execution: one grounded in the real world with 3D elements, and one that tilts into full fantasy

• 3 characters that are relatable and diverse

• Six story overviews (three per direction), each focused on a specific Cash App benefit

• Two complete 15-second scripts (one per direction)

Process:

• Strategic Ideation: Built campaign concepts around Cash App’s ethos of empowerment and simplicity, centered around relatable savings goals and three key benefits: “Make Your Money Go Further,” “Freedom from Fees,” and “Your Money Is Safe.”

• Brand Voice: Developed concepts with the brand’s playful, quirky energy in mind – bold color pops, outsized visual motifs, and surprising moments that mirror their social presence.

• Rapid Development: Worked closely with multiple Recess Studios execs to incorporate feedback and and meet an accelerated 24-hour delivery timeline.

• Emotional Storytelling: Crafted arcs for three diverse characters with aspirational yet attainable dreams.

• Dual-Style Development: Crafted two creative universes:

  • Direction 1: Live action + 3D augmentation, beautifying real-life moments with whimsical details.

  • Direction 2: Cinematic fantasy worlds born from the app’s interface, using the Savings Ring motif as a visual device.

• Visual Storytelling: Translated savings milestones into visual metaphors like rings and portals to make abstract financial concepts tangible

• Distinct Brand Voice: Ensured tone was uplifting, empowering, and motivating, while subtly weaving in technical messaging.

• Multi-Format Narrative Approach: Delivered concepts adaptable for multi-platform rollouts, from TV to socials.

Outcome:

Finalist Status: Concept scripts were praised for their emotional resonance and inventive use of Cash App’s signature visual language, positioning Recess Studios as a competitive finalist in the pitch process.

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