A small team inside a multi-billion dollar company
Cash App — part of Square and Block — runs a small but mighty internal creative team. Producers, designers, 3D artists. They handle everything from performance marketing to TVC pitches to out-of-home campaigns.
The problem wasn't talent. The team was sharp. The problem was speed.
They needed to produce more campaigns, faster, while still securing the budgets for big hybrid productions. The traditional process — pitch, revise, pitch again, wait for approval — was eating weeks of time that the business couldn't afford.
What we trained
We put everyone through the NotContent Method — not just the designers, but the producers and 3D artists too. Every role. Same methodology. Same language.
The program covered the full Diverge-Converge-Systemize framework:
- Diverge: Using AI for rapid ideation, style exploration, and visual concepting at volume. Getting to 50 directions in the time it used to take to get to 5.
- Converge: Switching from exploration to precision. Locking in the creative direction and using AI tools to produce brand-aligned, production-grade assets.
- Systemize: Encoding the best workflows into repeatable processes that the whole team can use consistently.
By halfway through the training, the team was already production ready. They weren't waiting to finish the program to start using what they'd learned — they were applying it to real briefs, real pitches, real campaigns from day one.
What changed
The numbers speak for themselves:
- 90% reduction in production time — the pitch and concepting process that used to take weeks now takes days
- $3.5M in estimated year-one savings — less time, fewer revision cycles, faster approvals
- 30% increase in campaign output — more campaigns shipped without adding headcount
But the real shift wasn't just about speed. It was about how the team works together. Everyone now operates from the same framework. The designer and the producer are speaking the same language about AI workflows. The 3D artist knows exactly when to diverge and when to converge.
That alignment is what turns individual AI skills into team-level transformation.
What their team said
Jose Diaz, Head of Production at Cash App, put it simply: the training gave the team the strategies, frameworks, and tools they needed to completely change how they produce creative — both for internal pitching and external production.
The takeaway for creative leaders
Cash App's story isn't about replacing people with AI. It's about making a small team operate like a much larger one.
If your creative team is bottlenecked by production timelines, revision cycles, or pitch preparation — and you're looking at AI as a way to solve that without hiring — this is what it looks like when it actually works.
The training took weeks. The results showed up in the first one.