GEBRU
INTUIT TURBOTAX
Project: TurboTax Customer Stories
Role: Junior Copywriter
Role: Junior Copywriter
Some projects aren't projects at all. They’re inflection points, subtly changing the calculus of your career. I assisted our ACD to develop a comprehensive pre-production bible for the next chapter of TurboTax’s customer stories, a set of photos and video assets that defined the brand’s evolving visual language.
Casting real customers was a key pillar for the project. Every tax return tells a story, so we searched far and wide, Backstage postings, casting agencies, and the occasional Instagram story post asking if “anyone uses TurboTax.” A couple of cold DM’s later, we landed on a dozen real customers with diverse backgrounds to help represent TurboTax’s mission of powering prosperity.
We didn’t stop at casting real TurboTax customers; we worked closely with them to help shape their stories that eventually defined locations, set designs, and wardrobe. Every visual decision starts and ends with our customers, their real stories, their real returns, their real lives. This project expanded my role beyond copy and into visual strategy, working closely with our ACD, ECD, and a stellar production team to define how TurboTax shows up in 2026. Also, it doesn’t hurt when you suggest a brilliant photographer you’ve been a fan of since 2016.
We didn’t stop at casting real TurboTax customers; we worked closely with them to help shape their stories that eventually defined locations, set designs, and wardrobe. Every visual decision starts and ends with our customers, their real stories, their real returns, their real lives. This project expanded my role beyond copy and into visual strategy, working closely with our ACD, ECD, and a stellar production team to define how TurboTax shows up in 2026. Also, it doesn’t hurt when you suggest a brilliant photographer you’ve been a fan of since 2016.