TriNet, a leader in human resources solutions for small and medium-sized businesses, has launched its latest brand campaign, “Your Path, Our Purpose.” This campaign, part of TriNet’s ongoing “People Matter” series, highlights the inspiring journeys of SMBs, showcasing their transformative impact on communities and industries. Captured through the lens of renowned photographer Annie Leibovitz, the campaign combines vivid imagery, dynamic visuals by Emmy® award-winner Garson Yu, and immersive soundscapes by Piers Baron.
1. The Vision Behind “Your Path, Our Purpose”:
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A continuation of TriNet’s “People Matter” series, focusing on SMBs driving change.
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The campaign emphasizes the importance of SMBs in innovation, community impact, and employee well-being.
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Michael Mendenhall, TriNet’s SVP, CMO, and CCO, highlights the campaign as a tribute to the resilience and achievements of SMBs.
2. Capturing Stories Through Iconic Imagery:
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Stunning portraits by world-renowned photographer Annie Leibovitz.
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Dynamic visuals and special effects by Emmy® award-winning Garson Yu.
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Immersive soundscapes created by film composer Piers Baron.
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Visual storytelling brings SMB journeys to life, starting at pivotal moments of transformation.
3. Showcasing Exceptional SMB Leaders:
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Zap Surgical Systems:
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Led by Dr. John R. Adler, Jr., a pioneer in advanced surgical robotics.
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Innovates with the ZAP-X platform, transforming radiosurgery worldwide.
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Van Leeuwen Ice Cream:
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From a yellow scoop truck in NYC to a nationwide brand.
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Known for its commitment to craftsmanship and unique flavors, including vegan options.
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Zymo Research:
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A global leader in biotechnology, advancing research in epigenetics and microbiomics.
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Empowers scientists with innovative tools for groundbreaking discoveries.
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Good Culture:
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Revolutionizes the dairy aisle with organic, additive-free cultured foods.
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Co-founders Jesse Merrill and Anders Eisner promote clean, nutritious ingredients.
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4. The Campaign’s Nationwide Reach:
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Runs across television, radio, digital platforms, and out-of-home advertising.
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Targets major markets including New York City, San Francisco Bay Area, Los Angeles, Boston, and Atlanta.
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Aims to inspire audiences with stories of resilience, innovation, and community impact.
5. TriNet’s Commitment to SMB Success:
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Provides comprehensive HR solutions, empowering SMBs to focus on growth.
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Supports businesses in navigating challenges and driving positive change.
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Reinforces TriNet’s dedication to celebrating and supporting SMBs.
TriNet’s “Your Path, Our Purpose” campaign is a powerful tribute to the resilience and impact of small and medium-sized businesses. By showcasing the stories of inspiring SMBs through stunning imagery and compelling storytelling, TriNet reaffirms its commitment to empowering these businesses on their journey to success. As the campaign reaches audiences nationwide, it celebrates the essential role of SMBs in driving innovation and making a positive difference.
