For this campaign, the idea was to hero the wonderfully unique things that Square do that we actually cannot help with at all in order to land the message that, well... it can help with all the other stuff!… Everything your business needs. Almost.

Because the executions were to be showing up in some great large scale media placements, the ask was to really craft the strikethrough element to make it pop against the typography. The goal was for passers to really feel the textures used in the strikethrough as if they could touch them, and for the animation to work as if an invisible hand was creating each striking in real life.

To achieve this, the strikethrough had to feature an unpredictable human quality, full of tactile details and small artefacts. We created a range of strikethroughs as if different hands have created them, using a variety of materials, which we photographed in macro to capture every detail.