Every business starts small.
All businesses share one fundamental truth: they start small—whether it’s a sudden spark or years of decisions coming together. At Justworks, they get that. They’ve built their business around supporting small businesses, and their community sees the product as more than just a service.
This fully integrated campaign, developed entirely in-house, captures the entrepreneurial journey—the wins, firsts, and setbacks that make the process so special. By featuring real customers and their genuine experiences, we created an authentic look at what it truly means to build something from the ground up.
No shoot, no problem.
With limited time and budget, we had to pull off something big to hit the market on time. We curated 11 real Justworks businesses, interviewed them, gathered their content, and transformed it into hundreds of assets across all mediums. The result? One of the most successful campaigns Justworks had ever run.
Authenticity was paramount.
We wanted our customer stories to feel as real as their journeys. From their actual handwriting to their own voices in their unique case studies, every detail was authentically them. With businesses spread across the country and a tight budget, we leaned into a lo-fi approach—capturing it all remotely over Zoom.
Customizing every placement.
We approached every placement with intention—from organic social to digital OOH. Our goal was to stand out from competitors while showcasing our customers in the best light. Getting these assets approved wasn’t easy, but in the end, our customers couldn’t have been happier.
Optimizing for SEO.
To maximize reach, we turned each story into a visual case study on our website. We also built a new homepage module to feature our customers, adding a much-needed human touch to the site.
