Give In To Glitter

Cash App, Builders Club and Keke Palmer introduce the new Cash App card that’s all things glitter!

Builders Club, a creative production company based in London and New York, has teamed up with Cash App to unveil an exciting campaign for the new Cash App Glitter card, starring US triple-threat Keke Palmer. Designed as a medium for self-expression within the financial world, the glitter card embodies Cash App's commitment to economic empowerment, improving accessibility and enjoyment in banking for 18 to 35 fun-seeking but budget-conscious shoppers. Cash App enlisted the magnetic and expressive Keke Palmer as the face of the campaign. Keke’s infectious & truly authentic energy perfectly resonates with the capsule’s mission to inspire uniquely you, self-expression with Glitter as that rallying cry!

Builders Club were brought on board to produce and direct the campaign, which was shot at Black Island Studios in London. Two bespoke sets incorporated familiar scenes such as a restaurant and storefront – both twisted with editorial, abstract elements designed to feel totally Cash App: an eccentric reality. Working with dancers allowed for exaggerated expressions and fluid movements, enhancing the overall visual impact. The post-production phase, partnering with Mathematic LA, focused on infusing the campaign with an ownable sparkle effect that brought the fever to life. This combined with a push of vibrancy and saturation honed an iconic campaign aesthetic. Through a melange of stylised sets & lighting, playful styling, glitter glam and careful nods to brand colours the campaign conveys a surreal and oddly enchanting atmosphere, creating a cohesive and unmistakably Cash App experience.

The campaign unfolds in an alternate Cash App reality, commencing with Keke and an ensemble cast in a restaurant setting. As Keke makes a payment with her Cash App Glitter card, a dazzling cascade of glitter materialises on her hand, triggering a contagious phenomenon known as "glitter fever." The side effects of this fever are transformative, garnering radical and joyful self-expression that becomes irresistible and infectious. The cast witness Keke catching the fever, and the contagion spreads, quickly captivating everyone into the ‘glitter fever’.

Lauren Egen at Builders Club commented:
This project was a fun ride from start to finish with seamless synergy which you can really feel in the final output. It was a great experience shaping a concept with Cash App that didn’t take itself too seriously or play it safe. Joyful authenticity & self-expression really came to life through this vibrant campaign world weaved together with our heavy-hitter team of collaborators.