CASH APP
Problem:
Cash App has outgrown its reputation, but consumer perception hasn’t caught up. Despite offering legitimate tools for managing money, its association with casual transactions and scams makes it harder for people to see the platform as something they can rely on for more.
‘
INSIGHT: Shared experiences stop feeling shared when one person has to manage the money.
THE COST OF FRONTING
Cash App exposes the hidden burden of being the person who pays first, turning unpaid group expernses into something impossible to ignore.
We’re following unpaid tabs across OOH, film, social, and live boards—until friends settle up through Cash App Pools. It turns an awkward private responsibility into a shared group moment.
One road. Three reminders.
Boston, Massachusetts
Roadside billboards follow you, turning the drive itself into a physical expression of The Cost of Fronting. It is something that refuses to disappear, the receipt grows from the first execution to the next emphasizing the increased stress of payments.
FILM
Through Cash App Pools, users can turn an outstanding payment into a Cost of Fronting callout, putting their friends on blast across social and digital billboards.
Art Direction & Copywririting: Shane Chine and Harry Strafford