Cash App: Kinetic Typography & 3D Animation, Cash App

Agency:

Builders Club

Client:

Cash App

Role:

UI Animations, 2D Animation, Kinetic Typography and Motion

Brief

Builders Club brought me on board to create the launch motion content for Cash App's new Pools feature, a group payments tool targeting Gen Z users across all major social platforms. The deliverable: a 3D animated explainer video distributed across every key social format (1:1, 16:9, 9:16, 4:3). The challenge was not a hard constraint, but an open creative one, align deeply with Cash App's established visual system while pushing the motion language further than their existing guidelines.

Tools: After Effects, Cinema 4D, Redshift

Platforms: Social Media

Credits:

Production: Builders Club

Creative Director: Alex Hill

Executive Producer: Lauren Egen

Art Director: Ali Sahba

Producer: Tom Bogda

Designers: Jose Madina, Abdul Khan, Tim Ueberall, Indrajit Sarkar, Callen Fisher, Artur Zhamaletdinov, Eduardo Marin

2D Type design: Alfie Allen

Process

Discovery

Builders Club provided Cash App's existing motion and brand guidelines. No single rigid brief, the direction was to internalize the system and explore freely within and beyond it.

Concept

Over two weeks, the team generated new directions almost daily. More than 100 variations were explored across styles, 3D scenarios, and animation approaches, from on-brand executions to more experimental ones.

Styleframes

Key frames covered gradient explorations, UI demonstration moments, and typographic animations, each tested in multiple formats before lock off.

Production

Primary tool: Cinema 4D. My responsibilities included gradient system animations, UI animations, demo animations, and text animations.

Delivery

All standard social formats delivered. I additionally produced a set of supplementary pieces.

Key Creative Decision

I chose to work within Cash App's gradient system as a foundational language rather than treating it as a surface aesthetic, building each animation from the gradient logic rather than applying it on top.

Results

• Multi-format delivery across 1:1, 16:9, 9:16, and 4:3
• Part of the global launch campaign for Cash App Pools distributed to 57M+ monthly active users
• Approved content across multiple rounds with Cash App's internal creative team

Conclusion

This project reinforced that working inside a strong brand system isn't a creative limitation, it's a constraint that sharpens decision-making.

Cash App: Kinetic Typography & 3D Animation