Every Day is a Resolution | Square
In December of 2019, I became the creative lead for the development what was to be the first ever global brand campaign for Square. Our aim was to change the perception of Square as “the little white reader” to an enterprise-level POS solution. Unfortunately, we finished filming the campaign in late February of 2020 so our campaign and the footage we shot was placed on the digital shelf. By December of 2021, many brands were eager to move on from the pandemic and began messaging the “new year, new you” tropes of old. We knew that our sellers had been through the wringer and that telling them they should create more goals for themselves would be tone deaf. Working with our Brand Strategy Lead, I came up with the idea of flipping the idea of the New Years Resolution on its head.
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
Brand Strategy: Dushane Ramsay
Social 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.