CarMax
DESIGN LEAD · EB SPECIALIZED CAMPAIGNS · VIDEO + PHOTOSHOOT ART DIRECTION & PRODUCTION
You probably know CarMax for completely revolutionizing the car shopping experience. What you may not know – CarMax is an amazing company to work for, with more than 25,000 associates nationwide to back it up. CarMax’s talent acquisition team confided in myself and my team at Bayard Advertising to bring that narrative to life for thousands of job seekers, ultimately creating a strong brand reputation for them as an employer. All of their campaigns were hyper focused on the numbers; maximizing their ROI and improving conversion rates. Joining forces with Bayard’s media strategy team, my team and I were able to make strategic copy and design decisions based on varying candidate audiences across the nation and specific media outlets.
Our hiring campaigns focused on three main business areas; Customer Experience Consultants, CarMax Technology, and Auto Tech & Service Operations. We approached each department as individuals, showing variety in style, tone, and authentic story telling that would resonate to their given audience of candidates, while still adhering to CarMax’s overarching employer brand. We went through an extensive discovery process for each campaign, truly immersing ourselves in their micro-cultures by conducting a series of focus groups, in-person video interviews, and photoshoots. Each campaign had their own unique set of deliverables, including over a hundred display ads, Hulu ads, YouTube videos, landing pages, email templates, billboards and in-store displays.
CarMax Customer Experience Video
CarMax Technology Videos
