With a brand new client in the finance category, we were charged with taking the brand out of all the normal category conventions that finance brands usually find themselves in and bring fresh thinking and human emotion to the top. We did that by launching the global campaign “Backing You”. We stayed true to the brand strategy “QuickBooks backs those that back themselves” and focused our efforts on real people. Instead of using actors and big name companies to launch our campaign, we partnered with real business owners to bring our message to life and throughout the production process, we employed mainly small businesses and independent vendors to do the work itself. These ranged from security crews and set dressers to caterers and lighting pros. The team even stayed at boutique hotels while filming on location.