Cash App Taxes
Taxes stink. What if doing your taxes were chill instead? For the launch of Cash App Taxes we manifested our best selves to dream up a low-stress campaign full of calm, gentle, ASMR inspired vignettes to ease viewers through the process.
The stress of tax time
In the research phase we discovered some shocking revelations: taxes are stressful and people hate doing them. Cash App was changing all of that through the launch of their own tax filing solution — one that's truly free, super streamlined and amazingly accurate.
This campaign is all about treating yourself nice, even during tax season. Inspired by ASMR videos, affirmations, chill meditation visualizers and with our incense lit, it was time to get making. We thought it would be cool to imagine doing your taxes from relaxing spaces: spas, gardens, a comfy cat palace. Once we hit on that concept we knew what we wanted to make.
To the set
For the live-action portion of this campaign, we wanted the sets to feel otherworldly and infuse them with a euphoric and utopic airiness. This meant creating a number of bespoke set pieces from scratch, like a giant, plush bean bag chair.
We wanted this particular decoration to be constructed with a fuzzy material, so we sourced the fabric and handed it over to a seamstress. For the sewing pattern we adapted to a template using a projector, and had to brush up on our high school math equations.
Whimsy out the Wazoo
We wanted to take the garden to a new dimension of magical, so we carefully considered ways of maximizing the scale and whimsy of the environment. To enhance the ethereal appearance we needed real greenery, so we brought in an entire van full of living plants. To top it all off we had brilliant paper artist, Ben Kress, create bespoke, larger than life mushrooms and poppies.
The Icing on the Cake
Any good garden needs its most distinguished feature, a gnome. But we couldn’t settle on one that fit the whimsy and magic of our set. So, we went up a notch, commissioning painter Gloria Guiterrez to bring the characters into our little world with a painted wardrobe based off of boutique clothing designers. Our gnomes were fancy and ready — and voila, the magic garden was complete.
Comfy & Cozy Graphics
The other visual component was the graphics, our traditional domain. Because each vignette had a distinct theme and setting centering around relaxation, we wanted to convey a range of comfy visuals, and we took the product close-ups as a cue to explore these. Sinking your toes into the grass? Divine. Submerging into a giant bean bag chair? Ahhhhh.
Group Creative Director
Associate Creative Director
Joyce N. Ho
Senior Art Director
Head of Production, NY
Dara Ó Cairbre
Creative Strategy Director
Joyce N. Ho
2D Animation Lead
Paola Chen Li
Head of Production - Live Action
Director of Photography
Sound Design Studio