Metadata
Client
SThree
Standfirst
SThree places specialists into STEM roles across engineering, life sciences, technology and financial services.
Role
Campaign copy and art direction across four campaign routes
Made at
Small Giants
Scope
Campaign concept
Art direction
Copy
Motion
Landing page
Duration
Ongoing
Background
The campaign arrived with a creative direction developed by an outside agency, four audience routes to cover and one landing page that had to work for all of them at once. The material was strong and the intent was clear. What it needed was a spine: a reason for every line to exist, and a structure that let four audiences arrive at the same place without the page repeating itself.
Credits
Original creative direction: external agency
Approach
Every line was traced back to something, whether the original deck, the brand’s own language, or what the client’s research said candidates actually respond to. Anything that could not be traced was rewritten, with the reason recorded alongside it so the work could be defended rather than presented. The first hero line was clever and argued against the campaign’s own case, so the final line came from the way SThree already talk to candidates. The landing page ran three consecutive beats saying the same thing, so one was given a different job. A chat thread lifted from the ad creative looked interactive and was not, so it became something that responds and carries what the candidate types into the form.
Outcome
The STEM Index campaign turned dense annual report data into social content that gave people a reason to engage. Each ad led with a specific finding framed as news rather than promotion. A whitepaper template built alongside the campaign became the production foundation for every brand in the group, cutting what had previously been a slow, inconsistent process into something repeatable from the start.
