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 owned the campaign from brief to launch — setting the vision and leading across social strategy, design, and media. I wrote the core tagline and messaging, built the social content platform, cast the talent, and directed our extended creative partners. I held the creative bar across every deliverable and co-directed the social films with our external team — steering every execution back to the concept so the idea stayed intact end to end.
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.
