Work / Square
Square Big in Restaurants
Two years inside real restaurants. 4,000+ assets from one human campaign system.
EXF.STUDIO embedded inside Square sellers' kitchens and restaurants for two years and built a direct-to-brand campaign system that ran across TV, out-of-home and social in multiple territories. Every asset stars a real business owner, not an actor.
- 4,000+
- multi-territory assets
- 8
- TV commercials
- 80
- OOH stills
- 40
- 6 to 15 second mid-funnel films
The challenge
Square sells software and hardware to small businesses. Payment screens do not make people feel anything. The brand needed one look that could scale from a TV spot to a 6-second social cut, in several markets, without losing the people who make Square matter.
The idea
Make the sellers the stars. We filmed and photographed real Square restaurants and food businesses where they work, with multi-unit shoots capturing matching film and stills so every placement felt like the same campaign.
The result
A single funnel of content, from TVC and OOH down to social, across the UK, Ireland, Europe and Canada. The stills style was later echoed by other brands and featured in Jack Dorsey's keynotes.
What AI and tech brands can take from it
Software gets remembered through the people who use it. Put them in the frame and keep them there across every format.
“In my 15 years of creative production, this is by far the favorite team I've worked with.”
More films
Stills
