Every day is a resolution.
In February of 2020, our team began filming what was to be the first ever global brand campaign for Square. Two years and a pandemic later, the campaign finally saw the light of day. The message is a little different than our original concept but in the end, it celebrates the incredible business owners we profiled in a light befitting their resilience, grit, and heart.
Role: Creative Director, Writer
Production Partner: Even/Odd
Director: Andy Madeleine
Junior Copywriter: Trang Be
Producer: Evan Groll
2022 SF Addy, Bronze, Social Campaign
Individual Portraits
We crafted 15-second film portraits to share across our social channels to pay homage to 12 of the business owners we filmed. No agenda. No selling. Just a celebration of small business across the US. Here are four of my favorites.
For four weeks, we posted the individual portraits on our owned social channels. The response from the community was overwhelming and gave our sellers their moment to shine.
The campaign got a nice shoutout in Adage, along with more examples of the work coming from the Brand Creative Team, that helped raise our brand equity score among Gen Z consumers by 12.2 points. Not too shabby for a single quarter’s work.