The goal of the campaign was two-fold. Not only did the campaign feature the firm’s younger talent, but it was also used as a marketing and recruitment tool to attract new business and talent. The firm wanted to show that they weren’t your typical, stuffy firm and that they embraced the talents and benefits the younger accounts brought to the team.
Each video was unique and highlighted the personality traits of each of the employees the featured. While they talked about their passion for the work they do and the clients they serve, they also dressed up in more casual or weekend attire, demonstrating their personal passions as well. This technique showed a softer side of Smolin’s employees.