LegalZoom had a problem: everyone had heard of them, but no one knew what they actually did. Our solution was to build an emotional connection to the mind-numbing process of online legal services. Because what LegalZoom really does is empower people to do amazing things, like starting your business, setting up your estate, or protecting your intellectual work. These are more than formalities. They’re milestones, packed with surprisingly strong emotions. So we enlisted a cast of real entrepreneurs, creators, and families to celebrate that awesome moment of making it official.