Square's first real foray into humor in the US, and it started with being brutally honest.

Everything Your Business Needs. Almost. was Square's global platform, running across the UK, Ireland, Australia, and the US. This was its American debut. I led the art direction and design under the creative direction of Sean Conroy, Kae Yen Wong and Said Fayad. Directed by Emmy-nominated Dime Davis, we leaned into workplace-style comedy to connect with upmarket sellers in a way Square never had before.

The key visual leaned into a text-only approach. Across OOH, print ads in the New York Times, and digital banners, each execution carried a two-part message: what Square can do, and what it can't. Clean, direct, and honest.

The landing page was designed to feel like a conversation rather than a product catalog. Instead of leading with features, we led with hypothetical questions a business owner might actually ask, drawing them through the page one question at a time. The approach was later adopted by other campaigns at Square.

For production design, I led in-house, working on set with the art department on props, set design, and wardrobe. I had fun creating the fictitious brand identity for Cark's Supply, which helped land the joke in the TVC.