Campaign System
A modular campaign built to answer one question clearly across every channel: What do you actually do?
ASE needed a way to explain what they do—clearly—when what they do is a lot. Talent acquisition. Compensation data. Training. Employee resources. The content existed. The cohesion didn't.
They were heading into their biggest conference season with fragmented messaging and materials that didn't scale. The ask was simple: make it make sense.
I built the campaign around a repeatable narrative hook—one phrase that could flex across every format without losing the thread:
WE DO Talent Acquisition.
WE DO Compensation Data.
WE DO Custom Training.
WE DO everything… people.
One phrase. Infinite applications. The structure let content flex across formats—from a 6-foot banner to a 15-second video to a LinkedIn carousel—without losing the thread.
The system spanned physical and digital, static and interactive:
The AR layer was the move that made people stop. Static materials became interactive storytelling—physical pieces that opened digital doors. A poster wasn't just a poster anymore.
ASE walked into their biggest events with a campaign system that scaled, a message that stuck, and content that worked harder than it had to.
The "We Do" framework is still in use—which is the real test. A campaign that outlives the project timeline is a campaign that worked.
Role
Campaign concept · Art direction · Video editing · Graphic design · Technology selection