Axiom Hospitality challenged us to create a recruitment campaign highlighting their existing talent to attract new staff. Their goals were to capture attention, showcase unique traits, and recruit based on personality and guest engagement, not qualifications. We delivered an award winning, cost-effective, standout campaign that moved away from traditional methods.

Our creative concept took a documentary-style approach, showcasing Axiom Hospitality’s ethos through real, unscripted guest interactions. Using hidden cameras, we captured authentic moments highlighting colleagues’ natural service skills. The featured staff later watched the footage in a studio, sharing their reactions and insights.

Over six months, we used undercover actors in guest and work experience roles to interact with Axiom Hospitality staff, capturing their genuine actions with hidden cameras. Only our production team and a few key Axiom managers knew about the project. After editing, we revealed the footage to the staff in a studio, capturing their surprise and delight to build a narrative that supported the film.