Company Values Campaign | Hertz APAC
CREATIVE DIRECTION • CAMPAIGN DEVELOPMENT • COPYWRITING • STORYBOARDING • VIDEO PRODUCTION • FILMING • VIDEO EDITING • STAKEHOLDER MANAGEMENT
OVERVIEW
Following the introduction of Hertz's refreshed global values, I was tasked with localising the initiative for the Australia, New Zealand, and Asia-Pacific region. The project involved developing a visual identity for the five values, designing supporting collateral, and producing an onboarding video that showcased how these values are lived by employees across the region.
With a ten-week timeline, I led the project from concept through to delivery, creating a values framework that felt authentic to the APAC workforce while remaining aligned with the global brand.
CHALLENGE
The global campaign was heavily focused on an American audience, creating an opportunity to develop a more locally relevant experience for APAC employees. The solution needed to resonate across multiple markets while being engaging, professional, and suitable for long-term onboarding and internal communications.
OUTCOME
Taking ownership of the entire creative process, I developed the campaign concept, designed the supporting poster series, scripted and storyboarded the video, coordinated interstate filming, directed employees on location, and edited the final asset.
The completed campaign was successfully launched at an APAC-wide business meeting and remains part of the onboarding journey for new employees. A particular highlight was featuring real employees throughout the campaign, creating an authentic representation of the people and culture behind the Hertz brand.
HIGHLIGHTS
Localised a global values campaign for the APAC region
Delivered within a 10-week timeline
Directed and filmed employees across multiple locations
Produced onboarding content now used across the business
Presented as part of an APAC-wide values rollout
