Turning a job listing
into a movement.

The Brief

Swift Transportation came with a recruitment problem: a hot job market was making it hard to attract new drivers, and their brand wasn't giving candidates a compelling reason to choose them. The insight was to stop selling the job and start celebrating the people already doing it.

I was part of a four-person creative team that developed Swift's Driving Force campaign — repositioning Swift from an employer listing into a movement worth joining.

What I Did

Wrote the campaign manifesto that anchored the entire Driving Force brand platform

Concepted and wrote headlines, website copy, billboard copy, and radio ads

Scripted pre-roll video ads for digital distribution