TurboTax®, the online tax preparation service from Intuit Inc. (Nasdaq: INTU), has launched its “All People Are Tax People” brand campaign for Wieden+Kennedy, Portland, Ore., which includes this anthem :60 directed by Sam Brown of production house Imperial Woodpecker.
The spot showcases relatable scenarios and the amazing feats people accomplish every day. Having a baby. Acing a science fair project. Cooking marvelous meals. All the things, big and small, that people accomplish each and every day–yet somehow these same folks seem intimidated over the prospects of doing their own tax returns. TurboTax provides the tools, guidance and experts to help them embrace a DIY approach to their taxes.
Credits
Client Intuit Turbo Tax Agency Wieden+Kennedy, Portland, Ore. Jason Bagley, Eric Baldwin, executive creative directors; Patty Orlando, Kevin Jones, creative directors; Pierre Joufray, art director; Becca Wadlinger, copywriter; Matt Hunnicutt, director of production; Ben Grylewicz, director of film/director of art; Chris Capretto, producer; Angela Jones, Chirstian Clay, strategic planning. Production Imperial Woodpecker, Sam Brown, director; Doug Halbert, managing partner/exec producer; Charlie Cocuzza, sr. exec producer; Stephanie Hodge, exec producer; Adam Arkapaw, DP. Editorial Cabin Editing Company Sam Ostrove, editor; Jasmine McCullough, Ian DeVore, Mimi Bergen, assistant editors. VFX The Mill Ben Smith, VFX supervisor; Dave Lawson, creative director; Chris "Badger" Knight, Flame assistant; Annie Rosick, executive cretaive director; Anastasia Von Rahl, VFX exec producer. Sound Design/Audio Post Eleven Jeff Payne, sound designer/mixer; Andrew Smith, assistant sound mixer; Melissa Elston, exec producer.
Blinkink director Jack Brown created this stop motion film to tell a handmade story for Tekla’s holiday campaign.
Established in Copenhagen in 2017, Tekla was born from a desire to bring modernity and freedom of expression to the homeware category. As a brand, it rejects rapid trend cycles by designing for longevity, with an uncompromising focus on quality and responsible production. Brown’s use of stop-motion animation, using only Tekla fabrics, places both the brand’s story and its values front and center.
The film takes us on the journey of a teddy bear exploring the enchanted interiors of the Tekla Copenhagen store. The vibe feels dreamlike and the addition of stop motion adds a tenderness to the film. Inspired by the stories of Hans Christian Andersen, the campaign features iconic figures and nods to his fairytales; the towering mattresses of The Princess and the Pea, the magical umbrella of The Sandman, and the floating luggage of The Flying Trunk.
Brown said, “What an amazing little project this was, and for such a great brand. Tekla was such a cool client to work with. I suggested making the whole ad out of their fabrics and within 24 hours, there were boxes of beautiful fabrics being delivered for us to cut to pieces. Everything you see is about the size of an A4 sheet of paper and all hand cut, stitched and animated by a very small team of very talented people. Anita Bruvere was the lead builder and animator and did such an amazing job of turning all these tiny pieces of fabric into a magical world.”
