Probably the hardest brief I’ve ever worked on... how do you sell the “worst job in Britain”?
People in service roles are often painted as superheroes, but the salt-of-the-earth folk needed to run prisons don’t see themselves that way. But That doesn’t mean they don’t aspire to do amazing things.
We helped potential candidates see themselves in the role by showing real, everyday people performing the job. a Renaissance-inspired tableau visual style then elevated the truly extraordinary nature of the work.