Cash App has launched a new campaign blending celebrity influence with a powerful message on financial literacy. Starring Hollywood icon Timothée Chalamet, the campaign introduces a two-minute film titled Heirloom, a quiet yet impactful exploration of money conversations across generations.
Directed by Aidan Zamiri and Elijah Bynum, the short film features Didi star Izaac Wang alongside Chalamet, who plays a pivotal role in encouraging dialogue between a father and son about adopting modern financial tools in a small grocery store setting.
“This project aims to make financial literacy approachable for every generation,” said Timothée Chalamet, marking his first collaboration with a financial services brand. “Understanding money management should not be intimidating, and we wanted to present this message in a natural, relatable way.”
Cash App and Afterpay’s Chief Marketing Officer, Catherine Ferdon, emphasized the significance of this partnership. “Timothée is the perfect creative partner for Cash App. His connection with gen Z and millennials is unparalleled, and this collaboration offers an authentic platform to encourage open discussions about money.”
According to Ferdon, Chalamet was deeply involved in the creative process, contributing to the concept, script, and direction of the film. “We wanted to allow Timothée full creative freedom so the campaign would truly resonate with his millions of followers,” she added.
The campaign also includes photography by Aidan Zamiri, outdoor advertising across New York and Los Angeles, and limited-edition Cash App Card stamps designed in collaboration with Chalamet. In addition, the Heirloom film is being shown in cinemas across the United States, airing before blockbuster films like Superman and The Fantastic Four: First Steps.
To generate organic buzz, Cash App surprised several of Chalamet’s fans with $25 movie vouchers, encouraging them to see the ad on the big screen. “Our aim was to spark authentic conversations among families and communities about the often awkward topic of money,” explained Ferdon. “We want to normalize these conversations and make positive financial habits more accessible.”
This campaign is part of Cash App’s broader strategy to engage its 57 million monthly active users, primarily from gen Z and millennial demographics, while expanding into teen and family markets. Recent collaborations have included cultural figures like Sabrina Carpenter, Ramy Youssef, and Doechii.
“With Heirloom, we continue our commitment to working with creative talents who can authentically connect with our audience,” said Ferdon. “We’re proud to have Timothée on board to lead these important conversations.”
