Justworks
Every Business Starts Small
Role: Lead Copywriter
Channels: Out-of-home, events, paid social, programmatic, video, & website
Collaborating with: Creative, paid media, events, customer success, customer support, producers, & executives
Campaign videosScroll to glide ->
The Campaign
This campaign was built on a simple but powerful truth: every business starts small. Rather than speaking to founders at scale, it met them where they were, validating their ambitions without putting a ceiling on where those ambitions could lead. We brought 11 real customer stories to life across a full campaign ecosystem, from a hero video to out-of-home placements, all made entirely in-house.
Our Strategy
I spent two months immersed in real customer interviews, drawing out the headlines and narratives that would anchor the campaign. The creative challenge was a precise one: write copy that felt personal and emotionally resonant for each founder, while staying universal enough that any small business owner could see themselves in it.
From there, I spearheaded the full creative process, from concept ideation through asset creation, working cross-functionally to serve every channel's needs. The result was 11 distinct customer stories told through brand CTV spots, out-of-home placements, SEO-optimized landing pages, and more, all built to strengthen both the brand and the community it stood for.
From there, I spearheaded the full creative process, from concept ideation through asset creation, working cross-functionally to serve every channel's needs. The result was 11 distinct customer stories told through brand CTV spots, out-of-home placements, SEO-optimized landing pages, and more, all built to strengthen both the brand and the community it stood for.
The Result
The campaign ran across a wide footprint:
Out-of-home: Billboards, subway placements, and digital screens across Austin, Los Angeles, San Francisco, Denver, New York, New Jersey, Connecticut, and Miami
Events: TechCrunch and StartUp Week
Paid media: Meta, Google, LinkedIn, and display banners
Video: YouTube and CTV
Website: Homepage refresh and new case study blog posts
A personal note: every handwritten element in the campaign came from a real small business founder in the Justworks community. And in a full-circle moment, this campaign reunited me with Clove, my former workplace and a proud Justworks customer, a reminder of why this work has always meant something more than marketing.
Out-of-home: Billboards, subway placements, and digital screens across Austin, Los Angeles, San Francisco, Denver, New York, New Jersey, Connecticut, and Miami
Events: TechCrunch and StartUp Week
Paid media: Meta, Google, LinkedIn, and display banners
Video: YouTube and CTV
Website: Homepage refresh and new case study blog posts
A personal note: every handwritten element in the campaign came from a real small business founder in the Justworks community. And in a full-circle moment, this campaign reunited me with Clove, my former workplace and a proud Justworks customer, a reminder of why this work has always meant something more than marketing.
