QuickBooks Canada wanted to spotlight real small business owners across the country—people using their tools to build something meaningful. They came to us looking for a strong creative angle that would give the series purpose and emotional weight, not just a product spotlight.

To keep the focus on the owners rather than the software, I developed the “Small Business, Big Why” campaign concept. The idea centered on each business owner’s driving motivation; the spark that keeps them showing up, growing, pushing, and caring.

This gave the QuickBooks team a clear storytelling framework to follow while traveling across Canada to meet entrepreneurs in their own environments. It also shaped the narrative across every content format, starting with sit-down Q&A videos.

The resulting series captured the stories of nine small business owners across YouTube videos, blog posts, email newsletters, editorial articles, and social content. The success of the series helped establish the brand’s deeper, ongoing commitment to elevating and empowering small business stories, and became the foundation for a larger brand initiative.

While I led concept development and narrative direction, a local team handled production and rollout. Below is the creative framework and a few examples of how the content appeared across platforms.