H&R Block’s largest youth-facing campaign to date.
A Gen Z-targeted campaign blending entertainment, education, and tax literacy.
As the lead producer for H&R Block's "Responsibility Island," I spearheaded the execution of this innovative reality TV parody series in collaboration with creative agency Piro Inc.
Designed to engage Gen Z audiences with humor and relatable content about taxes, the five-episode micro-series debuted on February 16, 2024, across platforms including The Roku Channel, YouTube, and H&R Block’s website. The campaign received widespread media coverage for its fresh and unexpected blend of comedy, romance, and financial literacy.
FEATURED ARTICLES
Fast Company
"H&R Block is staging a fake reality show on a tropical island to get Gen Z to care about taxes."
Design Rush