The Brief
Create an integrated awareness campaign introducing Justworks to its key markets.
Create an integrated awareness campaign introducing Justworks to its key markets.
The Outcome
Produced a 30-second spot featuring business owners struggling with administrative tasks—responsibilities that take them away from their true passions. A florist wants to arrange flowers, not worry about benefits. After adopting Justworks, their work lives became easier—not miraculously transformed, but significantly improved by getting time back to focus on what matters most.
Produced a 30-second spot featuring business owners struggling with administrative tasks—responsibilities that take them away from their true passions. A florist wants to arrange flowers, not worry about benefits. After adopting Justworks, their work lives became easier—not miraculously transformed, but significantly improved by getting time back to focus on what matters most.
The spot ran on CTV, YouTube, and streaming services which we adapted for various placements. Alongside the video shoot, we captured additional images for OOH, paid ads, and organic media.
My Role
Art Direction
Art Direction
The Team
CD: Ryan Howard
Designers: Yeojin Rhee, Abby Bernard
Copy: David Salisbury
Animation: Quite Frankly Productions
CD: Ryan Howard
Designers: Yeojin Rhee, Abby Bernard
Copy: David Salisbury
Animation: Quite Frankly Productions
15-second cut-down
6-second cut-down
Down funnel, assets are produced for customers with a higher intent to convert because they've interacted with the campaign and went to a webpage to learn more.
Out-of-home and across the country
Placements in Austin, Miami, San Francisco, Los Angeles, New York, New Jersey, and Vail, introduced Justworks to the market and invited them to learn more.
Miami Brightline Takeover
Justworks aimed to expand its presence in Florida with a full takeover of Miami Brightline, the train service connecting key cities in southern Florida. This extensive campaign included over 140 assets, such as train wraps, table wraps, and on-train messaging. Each station featured digital placements, including wayfinding screens and large digital walls.
Second-half campaign refresh
For the second half of the campaign, we re-targeted the same market with a fresh approach that nodded to the previous campaign while maintaining a clear connection. We also incorporated more direct messaging to highlight our offerings.
Run your business "BETA"
Due to an accelerated timeline, some media placements were finalized before creating the video content. At the time, JW's branding featured geometric shapes, so we extended this visual language by incorporating a more expressive squiggle. This element seamlessly integrated into the campaign, complementing the video and photo content.
Digital assets were targeted to key markets, in this case, areas around LA.
