Customer asset library
Challenge
Customer storytelling is TurboTax's most powerful performance lever. The existing library was built to look great, but we needed scale how hard it was working. Our library held beautiful content that wasn't always mapped to specific channels, service levels, or growth segments. The opportunity for TY25 was making that work harder with sharper casting, tighter execution, and a visual system built to perform across every channel from paid social to front doors.
Solution
Spring owned the end-to-end process of capturing and representing our customers, from strategy, creative direction, art direction, photographer and videographer selection, casting, and production. Across three cities, twelve customers, and two production crews, Spring sharpened the approach from documentary-style storytelling toward precise, engaging scenarios that connect a customer's real life to a real product benefit.
Casting with intention
Every customer in the library was chosen because their real life mapped directly to a real benefit we wanted all our customers to exerience. Courtney is a busy mom whose time is precious. She wants to feel taken care of the same way she takes care of her daughter, making her a natural fit for Expert Full Service. Vivian is a Gen Z nail tech whose mobile-first life and creative income make DIY filing on mobile feel like it was built for her. Jaymz designs pet clothing while managing a business full of puppies and deadlines, so Expert Full Service for Business keeps him on track and confident. Real people and specific situations that bring product benefits to life.
Real customers. Real lives. Real solutions.
Connecting their world to our product
Every customer was shot in two modes. First, in their life, then with the product. The lifestyle shot earns the emotional connection. The mobile shot delivers the benefit. Same person, same session, same story told all the way through. It's what makes the library feel cohesive across a brand campaign and a performance ad without needing two separate shoots.
What filing looks like today
Each location was chosen because it reflects something true about that customer's life. From how they work, where they live, to what's at stake for them during tax season. From dribbling to court-side filing, we take customers through a day in the life with filing fitting in as seamlessly as their passions. It proves the flexibility of our services while bringing dynamic energy to our marketing.
Built to be scroll stopping
Spring built a library with cohesion across formats and channels, from thumbstopping vertical video to front door hero imagery to CRM-ready portraits. Each subject was aligned to a specific service level, demographic target, and growth DMA. The result is a library where every asset has a job. Social-native formats were shot alongside traditional placements so the same production could feed Meta, CRM, and front doors.
Impact
Full overview
Customer storytelling is TurboTax's most powerful performance lever. The question for TY25 was how to make it work harder, more deliberately, and across more surfaces simultaneously. The previous approach leaned into visually arresting, documentary-style stories, fascinating people in compelling situations. But channels wanted assets that felt native. Strategy wanted stories tied to specific service levels and growth segments. And research showed customers who felt like an ad placement were tuning out. Authenticity isn't enough on its own. It has to be paired with precision.
Spring sharpened the creative brief around situation-based storytelling, moving away from documentary-style narrative toward precise, thumbstopping scenarios that connect a customer's real life to a real product benefit. A more commercial art direction approach tightened environments, wardrobe, and color to give the library cohesion across the funnel. Casting became a strategy exercise. Each subject aligned to a specific service level, demographic target, and growth DMA. The goal was a library that had fewer but sharper stories, built to travel across every channel from the first shot.
Spring owned the full production from strategy, creative direction, art direction, photographer and videographer selection, casting, and on-set direction. Across three cities, twelve customers, and two production crews, the library was designed to serve product, marketing, CRM, and front doors simultaneously without a separate shoot for each. Spring delivered both authenticity and performance.
Spring role
- Strategy
- Casting
- Creative direction
- Production
Collaborators
- Meron Menghistab - Photography
- Jeff Thomas - Videography
- Hollis Wong-Wear - Production
Next Project
Expert asset library