Overview
Better Work in Transportation is Indeed's campaign targeting hourly and temporary roles in the transportation sector — truck drivers, delivery workers, warehouse associates, and more. Under the "Better Work in ____" naming convention, the campaign is designed to feel grounded and direct, speaking to workers who value reliability over aspiration.
I designed the Transportation brand identity within the Category system and art directed the photoshoot to build an owned library of imagery that felt specific to this workforce — not generic stock photography.
Art Direction
I developed the creative brief for the Transportation photoshoot, designed the set and styling concepts, and directed on-set — working with photographers and talent to capture imagery that could flex across social, email, display, and print formats.
The resulting library replaced generic stock imagery with photography that actually represented the people doing this work — giving the campaign a credibility and warmth that stock imagery can't replicate.
Original photoshoot art directed at a warehouse and truck stop in Round Rock, TX
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