Cash App acquired Credit Karma Taxes and rebranded it as Cash App Taxes. For the launch, our creative challenge was: how do you make taxes feel approachable?

Our answer was ASMR. We treated each ad like a wellness moment, pairing the calm aesthetic of self care content with copy that reframed the whole experience. Free, accurate, easy — but make it feel like a deep breath.

"Breathe in, file out." "Free your mind with completely free tax filing."

The goal was simple: make people feel like they could actually handle it.

Launch Video

End of Season Video

I wrote tax filing tips as meditations for our organic social. 

We also created social first videos focused on each value prop. 

I carried over the voice of the campaign to the site.