Cash App Communities

Community is not just a buzz word to Cash App — it’s the heart and soul of why they do what they do. No matter how you define your inner circle, they believe that your network is your net worth. That’s what inspired them to launch the “Cash App Communities” series — short films directed by Even/Odd Founder Mohammad Gorjestani that highlight how Cash App has made a meaningful difference to real people and their communities.

“The ways people use Cash App might seem ordinary on the surface, but they have a significant impact,” explains Catherine Ferdon, Chief Marketing Officer at Cash App. “From life-changing transactions to everyday expenses — Cash App seamlessly supports all types of needs, creating broad access to financial services. The everyday moments reflected in ‘Cash App Communities’ showcase how digital payment platforms have become essential threads in our social fabric, enabling new forms of connection, support, and community-building.”

For the effort, Cash App profiled three organizations providing critical resources to their local communities and shared those stories on YouTube and Instagram over a series of months. While each film draws inspiration from the concept of a “moving zine”, all adopt notably different visual styles, in line with their different subject matter.

The most recent film follows the Bay Area’s Suavecita Press, a creative hub for Latina and Chicano women founded by multigenerational San Franciscan artist Alyssa Aviles. The film shows how Cash App helps Alyssa sustain her entrepreneurial vision and bring together her community of artists.

Meanwhile the film featuring Freedom Fighting Missionaries highlights their work supporting formerly incarcerated people and use of Cash App to support the Charlotte, NC community. Told in black-and-white, the story centers on a mother of eight named Keisha who is re-entering society and reaches out to the org for housing support and other essential services, provided to Keisha via her Cash App account. To date, the film has earned almost 4 million views in just 1 month on YouTube.

Lastly, a short film profiling San Francisco Skate Club explores their mission to give young people a safe and positive environment to pursue their skateboarding passion, and how Cash App helps the club connect with the community. Finding an enthusiastic audience on YouTube, their story has earned almost 800k views in 3 months.

“We wanted stories that would allow us to play in a range of visual styles, connected through a community theme,” says Gorjestani. “For example, in SF Skate Club we give a nod to the visual language of skate films and skate culture. For the Freedom Fighting Ministries film, we drop the viewer into their world and bring a more cinematic feel. Suavecita Press was inspired by art-making, and the visual texture and history of The Mission neighborhood.”

“It was so great working with the Cash App team to find and tell these stories,” adds Even/Odd Founder and ECD Malcolm Pullinger. “Each one gives a street-level glimpse at the way communities enhance the world around us — and how seamless tools, like Cash App, can make it easier to create connections, bring people together, and strengthen our local economies.”