Againstallodds Tells a Giant Story for Intuit's Super Bowl Campaign

Intuit Inc., maker of TurboTax, QuickBooks, Mint, and Turbo, last week debuted its first-ever corporate brand campaign in the company’s 35-year history, created in partnership with Intuit’s agency of record, LA-based Phenomenon. Directed by Againstallodds of Oscar-winning production company Passion Animation Studios, the heart of the campaign is centred on a four-minute, animated short film, 'A Giant Story,' that showcases how Intuit, with its ecosystem of products, helps power prosperity for consumers and those who work for themselves.

The film, written and developed by Phenomenon and produced by Passion Animation Studios, tells the tale of an entrepreneur, Pari, and her florist friend Pete. Pari tries to come up with new ways to free up Pete’s time with clever tools and inventions for his business. Ultimately, she finds a way to give the ‘Power of Giants’ to Pete, giving them both more time to focus on the things they love. The film is a story without dialogue – told through characterisation and animation, the film makes use of facial expressions and nuanced gestures to bring the story to life. Set in a futuristic world where giants are commonplace, the key to make it believable was detail. The scenes are familiar yet epic and the characters are fully developed to make them more relatable.

The campaign launched across multiple platforms including YouTube, Facebook, and Snapchat.

Passion’s MD Debbie Crosscup says of the film: “It’s an exciting opportunity to tell a new story and amazing to see the character debut on the world’s biggest stage for advertising.”

"The Intuit Giant Campaign sets up Intuit’s remarkable role in the world, how dedicated they are to powering prosperity and how much better life can be when you have the power of Intuit on your side,” said Chris Adams, Chief Creative Officer at Phenomenon. “We’re excited to introduce the Intuit Giant and even more excited about where we take the story from here.”

Passion Animation Studios and directors Againstallodds are experts in this kind of storytelling and character development, having previously directed the most awarded commercial in the world for the Spanish Lottery and working with clients like Mars, Coca Cola and the BBC.