Cash App Pay

When Cash App Pay launched, my team at Square was tasked with making developers aware of just how absurdly easy it was to integrate—think a few lines of code, not a whole ordeal. I concepted and wrote two YouTube ads designed to A/B test different tones while blending Cash App’s playful, Gen-Z absurdism with Square’s more buttoned-up brand. One spot, If/Then/Else, riffed on a familiar programming construct as a narrative device; the other, Vanna Hands, leaned into the (questionable but widespread) idea that developers hate marketing by delivering the message in the most unavoidable way possible. Both ads outperformed benchmark by 6–7%.

“Vanna Hands” — Test B