TRINET "PEOPLE MATTER" ANTHEM 2019

We were asked to create an anthem film about the real people behind America’s small and medium size businesses. The initial print portion of the campaign featured photography by the legendary Annie Leibovitz, who candidly shot the employees throughout some of these real businesses in NYC.

Working closely with our client, we crafted an anthemic narrative that would not only heighten awareness of this hidden workforce, but also celebrate the people behind it: the unsung heroes who work to better our lives and improve our world. The film features a series of simple, but powerful vignettes of real people at work in their daily routines. They tell a larger and more resonant story about why People Matter.

With Annie’s documentary-like images as our departure point, we pushed the direction towards something more cinematic, using slow motion photography to add grace to the action, and an anamorphic format that gave weight and simple grandeur to the imagery. This, combined with the original score, creates a poetic realism that gives our story and its themes, a deeper meaning.

In addition to the anthem film, we produced a digital/social media package, supporting a massive OOH campaign featured throughout New York City, Los Angeles and the Bay Area; the campaign was featured on billboards, bus kiosks, subway terminals, airports and giant spectaculars in Times Square and Grand Central Station.