Brand campaign commercials
In September of 2016, the Gusto Brand team launched a brand awareness campaign. The original campaign concept was pitched by myself and two colleagues. It originated from insights we gleamed from a focus group session conducted with HR admins in California and New Jersey. From the sessions, a common thread among the HR admins was the immense breadth of their role, which included recruiting, onboarding, payroll and office management to name a few. In short — HR admins do everything. We felt that Kristen Schaal was the perfect person to embody this role because of her quirky charm and cheery personality.
Based off this concept, the team wrote the original script of the 'So many Zoes' video and collaborated with Erich & Kallman and Biscuit Production to develop three other short videos of the series. I creative directed the photo shoot with Kristen Schaal, choosing the props, wardrobe, and poses for the photos that would be featured on our corporate website, billboards and other campaign collateral.
The commercials resonated with our audience, generating over 1,400,000 views and wining
Adweek's Ad of the Day.