Get Your Spot

National Seasonal Hiring Campaign | UPS

Uncomplicated, scalable campaign designed to support a 100,000-role seasonal hiring need.

Role

Art Director → Senior Art Director
Lead Art Direction and Photo Retouching

Partnership

Five years

Recognition

2021 IAC Award, Best Employment Integrated Campaign

Turning Urgency Into a Clear Idea

UPS needed to hire 100,000 seasonal workers through a nationwide event supporting one of its busiest times of year. Candidates needed to understand that attending could lead directly to a job, and the campaign had to create urgency without becoming difficult to follow.

Working with the Creative Director and Copywriter, I helped turn the idea of claiming a spot into a campaign that could move quickly across a large national rollout.

Building a Visual Device That Could Move

I translated the concept into a bright circular spot that became the campaign’s central visual device. It could hold role icons or employee imagery and replace the letter O within campaign language.

The spot became the connective element across static layouts and motion, giving the campaign a recognizable system without requiring an expensive production approach.

Designing for Immediate Understanding

The campaign needed to communicate clearly across a broad audience, including candidates who spoke English as an additional language. Direct messaging and simple icons helped distinguish common seasonal roles.

The hierarchy put the event and next action first. Keeping the communication simple made the opportunity easier to understand in fast-moving placements.

Leading the Day-to-Day Creative

I owned the campaign’s daily art direction and completed most of the design execution. When the rollout required additional support, I directed other Art Directors and reviewed their work against the approved system.

I storyboarded the video and partnered with motion developers through production. I also reviewed adaptations created by other team members, including Spanish-language versions, to maintain visual consistency as the work expanded.

Scaling Across a National Rollout

The campaign extended across social content, digital advertising, email, outdoor media, hiring-event communications, and broadcast video. Each placement had different requirements, but the spot gave the team one recognizable foundation.

Some executions emphasized the scale of the opportunity, while others focused on a specific role or event detail. The message could change without losing the campaign’s identity.

Growing With the Partnership

Get Your Spot was one campaign within a broader five-year UPS relationship. I became the primary creative point of reference as the work expanded from a small social assignment into frequent national hiring campaigns and a redesigned career site.

Get Your Spot received the 2021 IAC Award for Best Employment Integrated Campaign. The same visual system carried an urgent hiring message across a demanding national rollout.