Client: Intuit QuickBooks

Agency: TBWA/Chiat/Day


Social Content Creator

The QuickBooks' #BackingYou campaign featured real people-- small business owners, freelancers, and independent workers. Even the haunting cover of Daft Punk's "Harder, Better, Faster, Stronger" used to score the ads was sung by a fledgling artist.

After Willa Amai captivated audiences in our campaign, we turned the lens on her to explore the independent workers behind the music industry. 

What followed was essentially the launch of a new artist. What started as a spot turned into a series of social profiles on her team, a two day Instagram story telling her story, the launch of her first single on iTunes, custom artwork for the entire team by artist Kii Arens, a Facebook Live performance at QuickBooks HQ, a SXSW panel and performance, and a full radio tour. 

At some point this became about truly backing this artist and the many artists behind her success, blurring the lines between advertising and just...caring.