Attracting the tribe of doers
Every Spring, The Home Depot hires over 80,000 seasonal workers — many of whom remain on staff beyond the season. They asked us to help attract unique, qualified candidates and change perception of what it's like to work in their stores. Built on insights developed through interviews with real employees, we took the audience behind the apron to discover themselves at The Home Depot.
Role: Creative Director; Creative Development and Concepting; Art Direction
We went around the country to capture the stories of Home Depot associates
And took people behind the apron.
We profiled THD’s unique and supportive culture that sees associates from all walks of life dawning the infamous orange apron every day. In stories around the country, they’re encouraged to learn, teach, and grow — supporting each other along the way.
The campaign resulted in more applications for the Spring Season than in any year before
Applications spiked by over 25,000 in the first 24-hours of launch and the momentum continued throughout the season.
Photography: Todd Cole
Team: Cory McLitus, Lisa Parisi, Nick Graham, Vincent Dente, Tyler Gray, Erin Fitzsimmons, Miguel La-Cruz Smith, Saebom Bae, Ryan Vandenbosch