Only Icons
Maybelline New York / 2024
Integrated
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Agency: GOTHAM / McCann Worldgroup
Director: Bardia Zeinali
Photographer: Campbell Addy -
Clios, Bronze. 2025
Webby, Fashion & Beauty. 2025
New York Festivals, Shortlise. 2025
Intuit Turbo Tax came to R/GA with one goal: to get real. After 10+ years with Wieden & Kennedy, TurboTax was in a rut. The work wasn't connecting with their primary audience, there were a host of cool, new tools and services no one knew anything about and there was a concern that none of their efforts were truly connecting.
So after a few months and few hundred pizzas, R/GA won the TurboTax business under one principle—lead with truth. Today's taxpayer is hustling to make every one of their moves count for their hard-earned refund.
So we led with stories that came from their audience, sprinkled with a touch of magical realism to bring their hustle and culture to life. It was a hard fought win, the second largest for IPG that and my last move at R/GA.
Ultra conservatives hated that we led with a interracial gay couple, and a nonbinary talent, which for me is always a good thing :)