MassDOT: Build Your Journey
Highway Division Recruitment Campaign
As the senior art director for this campaign, I collaborated closely with my partner to brainstorm a range of campaign concepts, spanning the spectrum from serious to silly, all while maintaining a strong strategic foundation. After the client made their selection, we brought it to life across various channels, with an emphasis on out-of-home and video which were prominently featured on social media and the MassDOT website.
I worked tighlty with our video team, overseeing the art direction, conducting interviews with subjects, and helping with the production of the video shoot to ensure that our campaign vision was brought to life.
Build Your Journey
MassDOT approached us with a critical task: to attract talented engineers to their team. Their primary objective was clear - to significantly boost the number of qualified candidates applying for positions at MassDOT Highway, all within a highly competitive industry.
MassDOT had a few challenges to overcome. They don’t offer the most competitive salaries, and their application process required improvement. However, MassDOT firmly believed that working for them meant more than just a job; it meant making a meaningful difference in the lives of people in the Commonwealth. Our mission was clear: convey this sense of purpose, highlight work-life balance, showcase career growth opportunities, and emphasize flexibility, all to position MassDOT as a desirable employer for civil engineers and transportation professionals.
Social Media Videos
Out of Home
