Amtrak.
The national passenger railroad company of the United States.
Creative Direction | Strategy | Video | Design
For nearly a decade, our creative team has partnered with Amtrak, delivering a wide range of impactful work across national and state-supported campaigns. From video production (including full-scale shoots) to digital ad design, trade show materials, station kiosks, and brand book updates, I’ve lead our team in bringing Amtrak’s vision to life across multiple platforms. The collaboration continues to evolve, driving creative solutions that elevate their brand and engage their audience.
Creative Director: Matt Sourwine // Video Producer: Kayleigh Tarbet + Karen Sherwood
Recruitment Campaign Commercial
For Amtrak’s national recruitment campaign, our creative team developed a large-scale project to support a variety of tactics and placements, helping to fill 4,000+ jobs across the company. We began by pitching creative concepts to Amtrak’s senior leadership, competing against other agencies. I led the charge in developing and presenting the winning deck, securing the business before stepping away on leave for my wife’s birth.
During my absence, senior creative leads filmed a key shoot at Amtrak’s Washington, D.C. headquarters. Upon my return, I stepped in to navigate client concerns, strategically reassigned the project, and assured them we would deliver something they’d love. I collaborated closely with our new Sr. lead, refining the vision, offering creative insights, and ensuring the final edit struck the right tone through music, pacing, and animated key messaging. The final video—formatted in multiple versions—became a campaign centerpiece, earning Amtrak’s full confidence and delivering a powerful, engaging recruitment message.
Results
The client loved the final creative execution, stating it perfectly aligned with their vision. The campaign outperformed industry benchmarks across all tactics, effectively spreading awareness of Amtrak’s job openings. Pleased with the results, Amtrak successfully reached and engaged job seekers nationwide. Since then, they have continued to partner with our team, entrusting us with several unique projects thanks to our strong collaboration and proven results.