For the launch of its Tortoise Card, Hypebeast created a three-part social series spotlighting talent across fashion and home goods, redefining luxury through a distinctly DIY lens.
Cash App tapped Hypebeast to craft a bespoke campaign for the launch of its Tortoise Card, aiming to lift awareness and consideration among Gen Z and Millennials whose buying power may be modest but deeply self-directed.
The challenge: reimagine old money aesthetics through new money values, positioning the card as a timeless accessory of personal style and self-expression.
Position the Tortoise Card as an emblem of accessible luxury for Gen Z and Millennials—an audience that values individuality over status symbols. By blending high fashion cues with street culture and tapping into the dupe economy, we reimagined the well-known items through the tastes of the talents, making the card a tool for self-expression and cultural relevance.
As Creative Director, I guided the campaign from brief to launch, leading cross-functional collaboration across social strategy, design, and media.
Through my lens, I shaped a holistic vision—curating talent, directing extended creative partners, and ensuring every execution aligned with our concept. I developed the core tagline and messaging, built the social content strategy, oversaw production to protect creative integrity, provided QA across all deliverables, and directed the look and feel of social assets, from carousels to co-directing social video with our external team.
The campaign came to life through social-first content, with Reels and carousels showcasing each talent reimagining luxury through their unique perspective.
Dynamic social video content featuring talent stories and creative processes, showcasing the Tortoise Card through authentic cultural perspectives.
Multi-image social content showcasing detailed talent collaborations, featuring curated visuals that blend luxury aesthetics with accessible culture.
