For the second issue of ENVOI Articles, I directed the feature campaign, Booz Allen Starts With Characters, to survey 13 of the hottest roles driving growth for the company. With the goal of accelerating the candidate hiring process (and quality of applications) for the client, my team set out to create a framework for representing these archetypes, one that a new wave of jobseekers could visualize themselves in these roles. Accessible in print, mobile, and digital versions, this campaign explores the nuances between the characters through both a photography driven approach, using elements of environment, tone, personality, posture and styling details to create aspiration and tell the story of these roles.

Through our social engagement, digital advertisements, and physical diorama installationsStarts With Characters had a total reach of more than 5 million views, totaling more than 10,000 new employment applications for the company.