PINCH STUDIOS | RECRUITMENT CAMPAIGN
When Nat at Pinch Studios approached me to create a hero recruitment video, she presented a fascinating challenge—how do you capture an entire business philosophy in the hope to attract the next right person in under two minutes?
Pinch Studios isn't your typical marketing agency. They work exclusively with purpose-driven businesses—industry disruptors trying to set new standards and make real change in their communities. Their approach goes beyond surface-level tactics; they create messaging that resonates, build systems that alleviate stress, and establish processes teams can actually embrace.
What struck me about Pinch Studios was their clarity of vision. They weren't trying to be everything to everyone—they had a specific mission and knew exactly who they served. This made my job both easier and trickier. Easier because their message was crystal clear—trickier because distilling that depth into two minutes required surgical precision.
The solution? Mirror their approach in our storytelling. Just as Pinch Studios creates systems teams can get behind, we needed a narrative structure that would resonate with their ideal candidates. We focused on the 'why' behind their work—the impact they make on purpose-driven businesses—rather than just the 'what' of their services.
What made this project particularly rewarding was working with Nat who genuinely understands authentic messaging. Pinch Studios doesn't just talk about creating content that resonates—they live it. Every production decision was guided by whether it would truly connect with their target audience.
The final video became more than a recruitment tool—it became a manifesto. Two minutes that encapsulate everything Pinch Studios stands for: when you combine proven strategies with genuine purpose, when you build foundations before turning on the marketing tap, you create something that drives meaningful change.
This project reminded me why I love working with purpose-driven businesses. When a company knows its 'why' as clearly as Pinch Studios does, the creative process becomes about amplification rather than invention. We weren't creating their story—we were finding the most powerful way to tell it.
