Michael Warren Gets Real with Intuit
The story of any business is the story of the people who run it. That basic truth is the heart of their latest campaign, and they asked Michael Warren to help them tap the humanity of their users.
In a campaign they’re calling “Artisan’s Pride,” Intuit paired Michael up with a whole roster of their customers to create portraits at the site of their work. “It was celebrating their customer, celebrating the small business, and keeping it as authentic as possible," explains Michael. “The key was that it was all real people, real stories, real pride.” Each of these portraits shows real people in the places of their work, in the businesses they have built and work at every day. The ads offer a human connection that transcends what’s possible with a couple milquetoast stock shots. Michael's photos are real.
Intuit’s products are used everywhere, so the images that Michael shot had to be as versatile as their customer base. The collection of pictures had to work for the current campaign, but also for any new ideas they may have in the near future. “They needed something to work across all mediums. The formats are so different," Michael explains. So they came up with a creative solution that provided unique imagery and versatility: Michael shot every portrait with a small, grey backdrop. The backdrop adds a fun element to each image, but also provides a base for further manipulation to bring the images to any platform they could imagine. "It expanded the possibilities for the various media needs that are out there,” Michael explains. With a diverse customer base it’s crucial to keep each of their representations free of artifice so that their stories can continue to be told across whatever market necessary. Michael’s collaboration with Intuit made that possible, resulting in a collection that show as much truth as it does pride.