Get Your Spot

UPS
Seasonal Recruitment Campaign

Role And Scope
Art Director, Lead
Art Direction | Creative Direction | Campaign Development | Cross-Functional Partnership

Channels
Paid and Organic Social | Out-of-Home | Commercial | Banner Ads | Email | Recruitment Marketing

Overview
UPS needed a high-visibility seasonal recruitment campaign to support a nationwide, one-day, in-person hiring event, with a goal of filling 100,000 roles across multiple markets. The work had to move fast, scale nationally, and communicate urgency and clarity in a highly competitive hiring environment.

I led the art direction for the campaign, partnering with creative direction, copy, video, and account teams to translate aggressive hiring targets into a clear, execution-ready system. The concept focused on immediacy and opportunity, designed to cut through quickly and scale across touchpoints without sacrificing clarity or consistency.

Impact And Outcomes
The campaign launched across markets and channels to support same-day attendance and ongoing seasonal hiring needs. The flexible system was adapted for each environment based on where candidates were in the hiring journey, allowing teams to respond quickly to demand while maintaining a cohesive campaign presence.

Social Reel Storyboard and Video

The dot appears and moves across the screen, creating energy and guiding attention through the message. Developed in collaboration with a video artist who brought my storyboard art to life.

Carousel and Static Social Posts

The dot anchors each asset across the carousel and static posts, creating consistency throughout the campaign. With no photoshoot possible during COVID, all image masking and retouching was completed by me using existing imagery.

Billboard

A bold, simplified expression of the campaign designed for fast recognition and a clear, actionable takeaway.

Indeed Ad

A high-visibility placement designed to reach their audience where they’re already looking and encourage attendance at the event.

Commercial

Broadcast locally and used across social channels to build excitement and encourage candidates to reserve their spot. Team collaboration and video artist developed.

Banner Ads

Targeted banners served on sites frequented by the intended audience, allowing candidates to click and register immediately.

Email Blast

Sent to candidates already signed up for job alerts, reinforcing the event and driving follow-through.