By using vivid photography to humorously reflect the expressions of businesspeople masking the struggles of managing their businesses by putting on a brave face to their employees, the campaign shows the ugly side of running a small business.
“We really wanted to show the face of the modern entrepreneur. Sometimes that face is working overtime to hide the stress caused by the details of running a business,” Ryan Kutcher, Executive Create Director told DIVERGE. “We call it bossface, and if you’ve got it, Justworks wants to erase it.”
The campaign is running as OOH, digital display, :15 second films, direct mail, and on social.
Chief Creative Officer: Ryan Kutscher
Executive Producer: Paul Sutton
Art Director: Pat Horn
Copywriter: Erik Poh
Photography & Retouching: Jason Leiva
Motion Design: Andrew Perry