Recruitment videos only work if they feel genuine. Otherwise people switch off pretty quickly.

This 30-second campaign for Programmed focused on attracting business analysts by showing what the role actually looks like, through the people already doing it. Real conversations, real experiences, and no scripts.

We worked closely with the client on the structure and interview approach. Then during filming, we leaned into more natural, conversational questions to draw out honest responses. The kind of answers you don’t get if everything feels too planned.

From there, the story is carried by a mix of dialogue and B-roll. People in meetings, working together, and just getting on with their day. We also stepped outside to capture a bit of Melbourne, adding context around location and lifestyle, not just the job itself.

For marketing and HR teams, this kind of content helps candidates picture themselves in the role. It feels relatable, which is what drives interest.

Short. 
Natural. 
And grounded in real experience.