Role

I collaborated with our copywriters and designers to develop the creative direction for Cash App Taxes. Taking a social-first approach, we created concepts for three campaign phases—pre-season, open season, and end of season—with visuals tailored to each phase’s messaging.

 

Insight

For young, digitally savvy taxpayers, traditional tax software can feel like a bureaucratic relic: overcomplicated, riddled with surprise fees, and disconnected from how they manage their money. They trust Cash App to split bills, buy stocks, or send cash instantly, yet filing taxes feels like a high-stakes adult obligation that requires a “serious” traditional platform.

 

Idea

Our team led the creative strategy and execution for Cash App Taxes, creating a multi-phase, social-first campaign to drive adoption and build product credibility. Across pre-season hype, open-season conversion, and deadline urgency, the creative system shifted perceptions of Cash App—from a daily peer-to-peer payment tool to a trusted, hassle-free tax-filing platform.