Convicts helped Cash App produce videos showing the ways you can use Cash App. The videos weren’t performing well on organic and paid social, so my art director and I cut them down—shortening scripts and adding supers and end cards, to drive the messaging home (and of course, help when sound’s off).

The new work performed better across all creative funnel metrics, with a click through of .89%, a click-to-install of 45%, and effective conversion of 40%.