"Meet you there" — Carson Rounds

“Meet you there”
Square

CLIENT

Square is a point-of-sale ecosystem built to help businesses of every size grow on their own terms.

PREDICAMENT

Square built its name with small businesses—but small businesses grow. Square customers were opening second locations, hiring more staff, and leveling up their operations. The tools were capable of keeping up, but that story went uncaptured and unshared.

IDEA

What the brand needed was proof: hard evidence that the tools Square offers are capable of—and have—scaled alongside real Square customers, whether they're opening a second location, hiring more staff, or leveling up operations.

The tagline Meet you there speaks to Square's capability to meet customers at any stage of business in any industry.

PROJECT

We developed Square's first unified upmarket campaign, rolling three industries—food and beverage, retail, and services—into one story that highlights sellers using Square tools to grow their businesses.
We found real Square customers and proof points to feature, researching communities and neighborhoods, then casting business owners.
We shot in Seattle over three fast-paced days, covering four businesses in a highly collaborative sprint—staying scrappy, sharp, and intentional to hit a tight spring launch.
We told seller-centric stories through print ads and targeted paid media across seasonal flights, meeting business owners where they actually spend their time and shifting the conversation around what Square is for.

MY SCOPE OF WORK

Copy, concepting, campaign narrative development, research, casting, on-set interviewing

Production: Shayna Wacker, Bone & Gold
Photo: Ashely Armitage
Creative Director: Jess Williams
ACD: Mike Grover, Emanuel Ilagan
Art Director: Aubrey Emlyn
Design: Mio Yoshigawa
Copy: Caitlin “Carson” Rounds

HOWDY@CROUNDS.XYZ