Your Future with Ferguson.
A recruitment campaign designed to turn possibility into a career.
Recruit more than candidates.
Ferguson needed a recruitment campaign that could speak to prospective employees across multiple channels while giving the company one clear, recognizable story.
THE THINKING → Make the message personal. Build the campaign around what a career could mean to the person seeing it: your potential, your opportunity, your career.
Your future became the campaign.
The creative platform connected Ferguson's opportunities to the ambitions of the people it hoped to recruit. A simple verbal system gave us room to speak consistently across print, digital, web, video and live recruiting environments.
People were the brand story.
The campaign expanded beyond graphic design into photography and production. I art directed the shoots, helped cast models, developed scripts and worked with the stylist on wardrobe so the people, environments and messaging felt like one campaign.
Direction carried into motion.
The recruitment story also extended into video. A working voiceover script helped shape the message, while the final footage carried the same people-first tone into motion.
the big idea
travels
One idea. A lot of places to make it work.
The campaign had to survive the handoff from concept into real applications. I designed campaign materials and collaborated with web and video teams to carry the creative direction consistently into their channels.
