KindTap
“Break up with your ATM”— the campaign that launched the industry’s first cannabis credit solution.
Client: KindTap
September 2021
Scope
- • Video Production
- • Photography
- • Content Retainer
“Break up with your ATM”— the campaign that launched the industry’s first cannabis credit solution. KindTap is a fin-tech company based out of Boston, MA. It’s led by Rishi Gautam and Cathy Corby Iannuzzelli, both leaders in the payments industry. KindTap allows people to pay for cannabis digitally with its own proprietary network. No cash needed—hence #BreakUpWithYourATM.
We created a turnkey campaign for KindTap’s launch in the summer of 2021. We started with a script that brought to life an ATM. The woman in the video breaks up with the ATM as she’s found an alternative, KindTap.
We spent a few weeks in pre-production focusing on various aspects:
- Writing and creative development
- Casting
- Costume and prop design
- Location scouting
It all came together on production day where we spent 12 hours bringing the script to life— filming outside a local plaza, METRO station, and residential property.
In post-production, we cut the clips, mixed the audio, color graded, and animated the ATM. After a little (actually, a lot) of VFX work, the final product was ready.
The final products were optimized for the platform they’d be distributed on.
- A full-length cut for YouTube
- 15-second, vertical Instagram Reels
- 30-second, 4:5 for Instagram feed posts
After a successful launch campaign that gained the attention of leading software companies looking to integrate KindTap’s ground-breaking fin-tech solution, we were selected as the official content creation arm of KindTap via a monthly retainer. From crafting email and drip campaigns to social media content, we went beyond production to a data-driven marketing realm.
