EVP Campaigns
ROLE: CREATIVE DIRECTOR
PROJECT TYPE: EMPLOYEE VALUE PROPOSITION, EMPLOYER BRAND DESIGN, RECRUITMENT CAMPAIGN, BRAND VIDEO, INTERNAL COMMS
As Creative Director, I led the development of a storytelling-driven EVP campaign for Frito-Lay to help their 55,000+ employees better understand and engage with the company’s industry-leading benefits. My focus was on elevating internal communications through emotionally resonant creative, while simplifying complex program information into accessible, people-first stories.
The Brief
Frito-Lay needed to bring clarity, meaning, and heart to their Employee Value Proposition. While the benefits program was robust, it was under-leveraged due to low awareness and inconsistent understanding across roles and regions—especially in the wake of the pandemic. The challenge was to connect with a diverse, distributed workforce and make the program feel personal, relevant, and easy to navigate.
On-site regional posters that increased employee retention by promoting benefits.
Creative Direction & Approach
I led a cross-functional team through research, strategy, and concept development—starting with on-the-ground insights from employees. We identified a gap in both comprehension and emotional connection: employees wanted plain language, relatable examples, and real stories from people like them.
To address this, I set a creative vision rooted in authenticity and simplicity. We shaped the concept “We’re Going Places” around individual employee journeys—highlighting how Frito-Lay’s benefits empower growth, wellness, and work-life balance. I directed video storytelling that felt real, human, and inspiring—while ensuring consistency across all internal marketing materials.
The Result
The campaign was a success across multiple metrics. Videos were met with enthusiastic feedback—some internal audiences even gave standing ovations. More importantly, the field team now had a compelling set of tools to communicate the value of the EVP, leading to stronger employee engagement and better awareness of benefits.
