Chapter 02 / The Big Idea
It's Complicated.
Your taxes shouldn't be.
Everyone understands a complicated relationship. Most people have one with their taxes. The platform turns that shared frustration into a story people want to play along with and share.
Three audience territories
Hero execution
The Breakup
Existing tax-software users ready for a change.
Built
The First Date
Adults filing independently for the first time.
Future territory
The Situationship
Repeat filers who stay with familiar providers despite frustration.
The hero execution
The Breakup
"We need to talk." A 30-second interactive breakup with your old tax software that ends in a card worth sharing, and a clear next step.
Built to extend
One platform, many formats.
- Short-form comedic video
- Original recurring characters
- Creator collaborations
- Guerrilla and experiential activations
- Interactive consumer participation
- Shareable digital experiences
Future creative territory / not yet built
"Every April, you say you're not going back."
And yet, here we are.
The Situationship speaks to repeat filers who are dissatisfied but keep returning to the same provider out of habit. A natural next chapter once the first two are tested.
We don't just want people to break up with their old tax software. We want to give them a reason to start something better.
Independent creative concept by MODE Communications. Not affiliated with or endorsed by FileTax.com.