Amtrak.
Helping Amtrak grow ridership for a decade through impactful creative.
Creative Direction | Strategy | Video | Design
For nearly a decade, our creative team has partnered with Amtrak to deliver impactful work across national and state-supported campaigns. From full-scale video production and digital and social advertising to influencer and content creator partnerships, trade show materials, station kiosk signage, mascot development and brand book updates, I’ve led our team in bringing Amtrak’s vision to life across a wide range of platforms.
The partnership has continued to evolve over time, allowing us to develop creative solutions that strengthen the brand, engage audiences and support Amtrak’s broader goal of increasing ridership.
Recruitment Campaign Commercial
For Amtrak’s national recruitment campaign, our creative team developed a large-scale campaign designed to support a wide range of tactics and placements while helping promote more than 4,000 job opportunities across the company. We began by pitching concepts to Amtrak’s senior leadership in a competitive agency review. I led the development and presentation of the winning creative deck, helping secure the business before stepping away on leave for the birth of my son.
During my absence, senior creative leads managed a key video shoot at Amtrak’s Washington, D.C. headquarters. When I returned, I stepped in to address client concerns, strategically reassigned the project to another video producer, and helped reset the creative direction. I worked closely with our senior lead to refine the final execution, shaping the tone through pacing, music, messaging, animation and overall storytelling.
The finished video was adapted into multiple formats and became a centerpiece of the campaign, helping deliver a strong, engaging recruitment message while reinforcing Amtrak’s confidence in our creative team.
Results
The client was highly pleased with the final creative execution, noting that it aligned closely with their vision. The campaign outperformed industry benchmarks across tactics, helping Amtrak reach and engage job seekers nationwide while building awareness of available career opportunities. The video was also featured prominently on Amtrak’s main careers page, extending its value beyond the paid campaign and continuing to inspire prospective applicants.
The success of the project strengthened our relationship, leading Amtrak to continue entrusting our team with additional unique and high-profile creative initiatives.