QuickBooks
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Role: Creative Direction & Art Direction
Brand: Intuit QuickBooks
Proudction Agency: Superside
Insight
”What do you want to be when you grow up?”
It’s the universal question asked of us as children. Free of the societal norms of adulthood, it lets us believe anything is possible. For small business owners and accountants who feel like they’re entrenched deep in the mire of admin, this question can seem like a distant memory.
But what if they could rediscover their dream with the help of a special software built exactly for their needs?
Idea
Behind every business there’s a dream
- Rob had a dream to leave a mark on the world.
While he didn’t exactly end up where he expected, QuickBooks took care of his business, giving him the time to be who he always wanted to be.
Impacts
677 million impressions
11.6 million ad clicks
10,700 Sign ups
Cost per click of 6 cent
Insight
”What do you want to be when you grow up?”
It’s the universal question asked of us as children. Free of the societal norms of adulthood, it lets us believe anything is possible. For small business owners and accountants who feel like they’re entrenched deep in the mire of admin, this question can seem like a distant memory.
But what if they could rediscover their dream with the help of a special software built exactly for their needs?
Idea
Behind every business there’s a dream
- Rob had a dream to leave a mark on the world.
While he didn’t exactly end up where he expected, QuickBooks took care of his business, giving him the time to be who he always wanted to be.
Impacts
677 million impressions
11.6 million ad clicks
10,700 Sign ups
Cost per click of 6 cent
Insight
”What do you want to be when you grow up?”
It’s the universal question asked of us as children. Free of the societal norms of adulthood, it lets us believe anything is possible. For small business owners and accountants who feel like they’re entrenched deep in the mire of admin, this question can seem like a distant memory.
But what if they could rediscover their dream with the help of a special software built exactly for their needs?
Idea
Behind every business there’s a dream
- Rob had a dream to leave a mark on the world.
While he didn’t exactly end up where he expected, QuickBooks took care of his business, giving him the time to be who he always wanted to be.
Impacts
677 million impressions
11.6 million ad clicks
10,700 Sign ups
Cost per click of 6 cent
Insight
”What do you want to be when you grow up?”
It’s the universal question asked of us as children. Free of the societal norms of adulthood, it lets us believe anything is possible. For small business owners and accountants who feel like they’re entrenched deep in the mire of admin, this question can seem like a distant memory.
But what if they could rediscover their dream with the help of a special software built exactly for their needs?
Idea
Behind every business there’s a dream
- Rob had a dream to leave a mark on the world.
While he didn’t exactly end up where he expected, QuickBooks took care of his business, giving him the time to be who he always wanted to be.
Impacts
677 million impressions
11.6 million ad clicks
10,700 Sign ups
Cost per click of 6 cent
Insight
”What do you want to be when you grow up?”
It’s the universal question asked of us as children. Free of the societal norms of adulthood, it lets us believe anything is possible. For small business owners and accountants who feel like they’re entrenched deep in the mire of admin, this question can seem like a distant memory.
But what if they could rediscover their dream with the help of a special software built exactly for their needs?
Idea
Behind every business there’s a dream
- Rob had a dream to leave a mark on the world.
While he didn’t exactly end up where he expected, QuickBooks took care of his business, giving him the time to be who he always wanted to be.
Impacts
677 million impressions
11.6 million ad clicks
10,700 Sign ups
Cost per click of 6 cent
How I delivered
1 Proactive Ideation & Pitching
Instead of waiting for a brief, I took the driver’s seat. I proactively conceptualized and pitched a fresh creative vision directly to marketing. I developed multiple distinct strategic paths, ultimately stress-testing and refining our top two concepts directly with our target audience.
2 Human-Centric Audience Research
To ensure the ideas truly hit the mark, I went straight to the source. Together with my creative team, I conducted global research sessions with real small business owners, walking them through our storyboards. By analyzing their immediate reactions, I didn't just measure how much they loved the creative—I ensured the core product and offer were completely unforgettable.
3. Creative art direction from across the globe
With the production based in South Africa, I remotely live-directed the shoot from Sydney. Navigating the massive time difference meant working through the night, ensuring every frame, performance, and visual detail aligned perfectly with our vision—no matter the distance.
4 End-to-End Asset Production
Bringing the campaign to life required a masterclass in creative orchestration. While our internal Sydney creative team produced and delivered the core creative, I partnered with production agencies in South Africa and Malaysia to scale out the remaining asset suite. I wore the hats of both creative lead and hands-on project manager to keep the entire ecosystem flawless and on track.
05 Global Scale & Local Impact
What started as a targeted launch in the APAC region quickly proved its worth. Designed with global scalability at its core, the campaign's high efficiency and resonant storytelling allowed us to seamlessly expand and launch the creative into the UK and Canadian markets.
Inside my process
We used AI to transform static storyboards into moving, low-fidelity animatics, giving life to our concepts before entering full production. To see how these ideas would resonate in the real world, we gathered feedback from small business owners across APAC and LATAM, evaluating the work against seven core pillars:
First impression
Clarity of messaging
Relevance to the audience
Brand perception
- Believability
Purchase intent
Recall
Art Direction
For this remote shoot in South Africa, I used Generative AI to design an immersive mood board. This gave the on-set production team an exact visual reference, guaranteeing every scene was perfectly staged and true to the brief.
Colour grading
I enhanced each shot to ensure our colourist gets the most accurate reference for post production
Creative Executions
62+ creative assets were delivered for this campaign in APAC and LATAM, including Youtube videos, display banners, social statics and QuickBooks own channels.
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