Art Director Graphic Designer
Click with Courage
Indeed
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Client: Indeed, as part of the 2023 National Student Advertising Competition.
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Ask: Make Indeed the first job site 18-24 year olds, aka The Job Seekers, consider when they begin their next job search.
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Problem: The Job Seeker is afraid of taking the first step due to analysis paralysis.
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Solution: Research shows that Gen-Z responds well to nostalgia, absurdity and authenticity in advertising. This may sound crazy, but we created scamps, lovable puppet characters that educate and encourage the Job Seeker.
Skills used: art direction, Photoshop, layout design, sewing (yes, I made real-life Squishmallows for this)
Video
Every time you see the shadows of fear in the job search, one of our scamps will appear to help you out.
This formula is carried out in all of our creative executions.
Our Characters
Each of our scamps are very distinct in personality and line up with one of our 3 personas.
Whitney
Frank
Maurice & Denise
Whitney is the random hype girl in the bathroom, ready to validate all of the Self Taught’s skills and give them the transparent job search they crave.
Frank may be cranky, but he knows Indeed’s tools can help the Go Getter forge a human connection with employers in a new way.
Maurice and Denise, a two-headed scamp, know what it’s like to be pulled in two different directions, but one thing they CAN agree on is how the simplicity of Indeed can benefit the Steady Worker.
Executions
Elevator Wrap
As the Job Seeker steps into the paralyzing unknown, they turn around and are comforted by Whitney
The Job Seeker sees a physical transformation from paralyzing fear to comforting clarity.
Lenticular Posters
Squishmallow Partnership
These custom Squishmallows, modeled after our scamps, will be available at all experiential locations.
Fun fact: I cut and sewed these in real life!
Microsite
This microsite landing page, built into indeed.com - is the destination for QR codes located on all creative executions.
