QuickBooks #BackingYou GRAMMY Campaign
As part of its “Backing You” campaign, Intuit QuickBooks hired Michael Frick, via We Are Hear, to produce and edit a documentary-style ad to be featured online around Grammy Awards Weekend, starring 13-year-old Los Angeles-based singer/songwriter Willa Amai and her mentor, veteran singer-songwriter and producer Linda Perry, in the studio.
The behind-the-scenes look shows a recording session with Amai, who sings a cover of Daft Punk’s “Harder, Better, Faster, Stronger” (released exclusively on Apple Music and iTunes) with Perry and We Are Hear co-owner/producer, Kerry Brown behind the console. The song is used in Intuit QuickBooks’ “Backing You” campaign, which gives small businesses and entrepreneurs a voice outside of the recording studio.
In addition to the film, fans enjoyed behind-the-scenes interviews with Perry and Amai as well as a Facebook Live performance by Amai to an audience of over 1 million, held at Intuit’s headquarters via the brand’s Facebook page.
The single release was timed with the campaign & featured exclusively by Apple Music & iTunes.
Through Frick and We Are Hear, the brand also partnered with renowned freelance concert and tour poster graphic designer Kii Arens to create “Backing You” posters of the self-employed people highlighted in the campaign. The posters were featured in prominent locations near Madison Square Garden and are available on social media for download.
We Are Hear and QuickBooks also partnered for an artist showcase and keynote address at SXSW.
Due to the tremendously positive response to Willa Amai's version of "Harder, Better, Faster, Stronger," the song is currently being promoted to Hot AC radio.