Sever Your Stress.
Objective: Increase awareness of expert support and make Gen Z and Millennial tax filers feel good about the process.
Tension: Taxes are a significant, required process to complete as an adult. There are consequences for not doing so, and yet, no one really teaches you how to do them.
Insight: Filing taxes makes you feel dumb. You’re so focused on trying to figure out how to complete them that you rarely feel accomplished at the end.
Opportunity: Over 70% of Severance’s viewership is comprised of Millennials and Gen Z - the same demographics most stressed about taxes.
Idea: Turbo Tax has partnered with Severance’s Ms. Casey to provide both expert and emotional support in a campaign launch to coincide with the highly anticipated release of season three.
Collaborators: Anthony Ferrara (Art Director)
Social Media: Branded Content Series
This series will live on social (Instagram, Tik Tok, YouTube). In it, we will watch as different Gen Z/Millennial characters attempt to conduct simple yet daunting “adult” tasks. Each time, they will come face to face with Ms. Casey, who will use her signature, soothing tone to offer the reassurance these characters aren’t finding anywhere else.
This will be a relatable experience to our audience, who will get to experience that comfort vicariously through a persona they recognize.
The familiar setting of Severance is perfect to tell this story, as it’s already home to a plethora of characters confused by work that is both required and lacking instruction, and it’s a show heavily consumed by our audience.
The visual language will emulate that of Severance. The setting will be rhythmic and repetitive. Sterile, minimalist, slightly overexposed lighting will be consistent. Minimal camera movement, with character usually centered in frame. There will often be references to the show, such as the waffle cart seen in the example below.
Episode 1: “Taxpayer Tyler Gets a Treat”
Print/Mailer: Tax Request
OOH: Billboards
Experiential Pop-Up
Ad Age PR
