Welcome to Diverge

Subscribe to DIVERGE.

Circus Maximus Launches “Bossface” for Justworks

Posted May 17, 2017

Justworks, the innovative HR, benefits, payroll and compliance startup for SMBS, has partnered with Circus Maximus to launch a new integrated campaign focusing on its “work fearlessly” mantra.

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.

Credits

Chief Creative Officer: Ryan Kutscher

Executive Producer: Paul Sutton

Art Director: Pat Horn

Copywriter: Erik Poh

Photography & Retouching: Jason Leiva

Motion Design: Andrew Perry