A recruitment video brief becomes a cultural platform.
solution
Cultural Readiness
deliverables
Brand Platform
Campaign
Talent Acquisition
Decode
Google DeepMind wanted to drive interest in their scholarship program for underrepresented engineering talent. But our research showed the audience didn’t see themselves in the vision AI industries were painting. Success would require a cultural proposition that could shift belief at a deeper level.
Humanize
"AI by You" crystallized the idea that AI will only reach its potential if a diverse range of people become its authors. The scholarship program became evidence of the brand’s bigger cultural perspective that placed humans at the center instead of the technology.
Activate
Brand platform
A cultural proposition and a commitment to the future of the field.
Visual identity
A handwritten authorship motif, with fresh, human art direction.
Manifesto film
The production quality of a commercial, but featuring real scholars.
Scholar story series
Mixed media stories from real participants, distributed across social channels to build trust.
Results
Page views up 67% month on month and 40% year on year. Scholarship applications up 183%. Average sentiment 94.5%.