Pup Cream
A performance-creative concept exercise exploring how Cash App users discover they can pay Square merchants — built as one core idea with deliberate variants designed to be micro-tested, then scaled.
/block page stays focused on the Block concept only. Other sections will publish when real content exists — no placeholder employer work here.
Storyboards & payment mockup
Visuals below are labeled so reviewers can see Lucy’s original explorations next to the revised six-panel board. Captions and dialogue are provided in text — they are not claimed as embedded speech bubbles inside the images unless visible in the frame.
Revised six-panel board
Lucy’s original explorations
The objective
Cash App users may not realize they can pay any Square merchant using Cash App. The goal is to convert existing Cash App users into more frequent users by showing them this cross-brand benefit — and to learn quickly which creative drives it.
How the work is built
- Start with the goalDistinct creative directions, each tied to the business objective (frequency, cross-brand, or acquisition).
- Build variantsOnce a direction is chosen, develop one core concept with multiple variants designed to be tested against each other.
- Micro-test in real timeVariants run against live performance metrics so data decides what moves forward.
- Scale the winnersTop variants become 30 / 60 / 90-second assets and are retested, broken out by demographic.
- Adapt by market and platformWinners roll out more broadly; casting, breeds, and styles that win in one region or platform may not in another.
Core concept
You’re out with only your phone. Desire hits. “I didn’t bring my wallet.” The phone is the wallet — when Cash App pays a Square seller.
Story
A runner takes a dog through the park with nothing but a phone. The dog spots other dogs enjoying “pup cream” cups from a doggy ice cream truck. At the truck, the dog sits with sad eyes. The runner says: “Sorry, buddy. I didn’t bring my wallet.”
Realization comes from noticing phone payments are accepted — not from decorative logo magic. The runner pays. The dog gets the pup cream — messy, happy ending.
Integration note (craft revision)
Earlier draft language used a Cash App logo reflected in the dog’s eyes. The stronger board uses a clear payment-sign glance + pay action (success → relief). Park / phone-only / wallet line / messy payoff stay.
Variants to micro-test
These are the original variant notes recovered from the Block concept draft. No separate “variances” file was found elsewhere.
V1 · Talent
Runner’s gender, coloring, build, and overall look.
V2 · The dog
Breed, age, and body type.
V3 · Setup
How many dogs with pup creams appear before the truck.
V4 · Reaction
Intensity of despair / longing — sad sit through drool close-up.
V5 · Discovery
Geofence alert for the truck instead of the sticker / sign.
V6 · Romance / social
Another person points to acceptance — or pays with Cash App, notices our dog, brings a treat and a wallet quip.
Frame spine (text)
Not a locked single film. Discovery remains a test socket (sign glance vs geofence vs social — recovered V5 / V6).
Cold open
Runner + dog, phone only, no wallet.
Desire
Dog thought (caption): “I wish I had a pup cup…” Setup density = V3.
Merchant
Arrive at pup-cream truck as a real seller.
Blocker
Runner: “Sorry, buddy. I didn’t bring my wallet.” Despair = V4.
Realization
Glance toward payment sign / acceptance cue delivers the aha. Alts: geofence (V5) or modeled social pay (V6).
Pay proof
Illustrative scan / tap pay in Square merchant context — mockup only.
Reward
Messy pup-cream joy.
Lockup
Cross-brand benefit end card options for testing.
Controlled test matrix
| Cell | Hold | Vary | Learning question | Proposed KPIs |
|---|---|---|---|---|
| T1 | Spine | V1 talent | Who earns trust / completion? | Thumbstop, VVR, CTR |
| T2 | Spine | V2 dog | Which dog drives emotion without kitsch? | Completion, shares |
| T3 | Spine | V3 setup | How much desire before the truck? | Hook @ 3s / 5s |
| T4 | Spine | V4 despair | How much longing before fatigue? | Hold through pay |
| T5 | Pay proof | V5 geofence vs sign | Which discovery teaches the benefit better? | CTR / learn proxy |
| T6 | Pay proof | V6 social vs solo | Does modeled pay beat solo aha? | Completion + CTR |
| T7 | Winner | 30 / 60 / 90 | What length survives by platform? | Completion by platform |
| T8 | Winner | Region / demo | What travels? | Breakout tables |
Proposed only — no results claimed. Push winners forward as 30 / 60 / 90 cuts; continue promising cells as market-specific tests (recovered rollout language).
Channel extensions
Paid social
30 / 60 / 90 cuts; strongest variants adapted per platform audience.
Push / in-app
Geofence variant as a real-time nudge near a Square merchant.
Short lifecycle sequence; same variant logic on subject lines and hero images.
Source labels
Recovered
- Objective, approach, Pup Cream narrative, V1–V6 variant list, channel extensions, proposed measures, rollout plan — from Concept Exercise for Block: Performance Creative (Draft).
- Parallel method language also appears on Lucy’s master Creative Director resume as general craft, not as Block results.
- Original storyboard collage + QR mockup — Lucy-supplied attachments (inspected and labeled).
Not found
- No separate Drive file titled variances / variant matrix.
- Brief paths for hashed
c10859ee…/3e281268…JPGs under agent-data/attachments were not present; matching store attachment JPGs were used after inspection.
New / proposed for this draft
- Revised six-panel board packaging; text captions/dialogue; pay-sign realization craft note.
- Test-matrix table layout; NDA note; proposed site architecture labels.