TriNet Launches "Your Path, Our Purpose" Brand Campaign Celebrating the Inspiring Journeys of Small and Medium-Size Businesses

Core Message - TriNet has launched a new brand campaign titled "Your Path, Our Purpose," which celebrates the journeys of small and medium-sized businesses (SMBs) and their positive impact on communities and employees [1][2]. Group 1: Campaign Overview - The campaign features stunning portraits captured by renowned photographer Annie Leibovitz, showcasing the stories of SMBs [3]. - It employs a dynamic visual style and special effects by Emmy® award-winning Garson Yu, along with soundscapes created by composer Piers Baron, to immerse viewers in the narratives [3]. - The campaign aims to highlight the significant contributions of SMBs and TriNet's commitment to supporting them [5]. Group 2: Featured Businesses - The campaign follows four TriNet customers: - Zap Surgical Systems: Innovating in advanced surgical robotics with its ZAP-X platform, enhancing radiosurgery accessibility [6]. - Van Leeuwen Ice Cream: Evolved from a food truck in NYC to a national brand known for its unique dairy and vegan flavors [6]. - Zymo Research: A leader in biotechnology since 1994, focusing on epigenetics and Next-Gen Sequencing [6]. - Good Culture: Transforming the dairy market with organic, pasture-raised cultured foods, particularly cottage cheese [6]. Group 3: Marketing Strategy - The campaign will be broadcast nationwide across various platforms, including television, radio, digital media, and out-of-home advertising, targeting major markets like New York City, San Francisco, Los Angeles, Boston, and Atlanta [5].