Drax needed a recruitment and EVP campaign that could compete for talent in one of the most challenging hiring markets in the energy sector. The brief: make people understand what it's actually like to work at Drax: the scale, the purpose, the people, and give candidates a reason to choose them over the alternatives.
We spent time on-site at Drax's facilities before we wrote a word of the treatment. The scale of the operation is striking, and that became the central creative tension. Serious, complex, important work, carried out by people who take genuine pride in it. We built the campaign around real employees, real locations, and real stories.
Multi-day location shoot across Drax's operational sites. Our crew was fully briefed on facility protocols before arrival. We shot a large-format stills library in parallel with the film production. Both fed the same campaign.
Honestly one of the best decisions we made. They came up, spent proper time on site and talked to our engineers like people. Applications went up and we're still pulling clips out of the library two years later.
— Head of Talent Attraction, Drax Group