Most brand campaigns lead with what a product can do. This one led with what it can't.

Everything Your Business Needs. Almost. was Square's global platform, running across the UK, Ireland, Australia, and the US. This was its Australian chapter. I led the art direction and design under the creative direction of Sean Conroy and Kae Yen Wong. We partnered with comedian Danielle Walker, director Henry Stone, and production company Entropico. Danielle visited real Square sellers as a self-appointed rookie business mogul, uncovering all the things Square can and can't do. The humor was dry, warm, and very Australian.

The key visual was a checklist. A running list of Square products, with an "Almost" line at the end, punctuated by a custom emoji winking at everything Square can't do. The top of the list is intentionally cropped, creating tension and implying there's always more where that came from.

For the campaign photography, we wanted to capture the contrast between Danielle's loud, "rookie mogul" character and the reality of a normal workday. We worked with Josh Robenstone, using his documentary-style lens, to frame her high-energy performance as a joyful glitch against a backdrop of very unbothered sellers. It was our way of visualizing the "Almost" joke in stills while keeping it honest and human.