Client
Autoreset
Background
Autoreset had traditionally recruited retirees for its hiker role, driving rental cars back to where they started. We saw an opportunity to widen the candidate pool by targeting students, whose lifestyles suited the flexibility of the work. Rather than folding them into the existing brand, we proposed creating a distinct label: Student Crew.
Approach
The hiker job itself was relatively unknown, meaning students weren't searching for it in the way they would for hospitality or delivery work. The existing branding also felt formal and generic, with a candidate flow that wasn't designed around what a younger audience needed. Student Crew reframed the work as an experience rather than employment: driving across the country on your own schedule, without the constraints of a normal job. The name itself put belonging and social proof before the job description, making the opportunity feel like something other students were already part of. The campaign leaned on light streaks and motion blur borrowed from nightlife photography and UGC rather than standard recruitment photography, in warmer oranges or cyan neon strikes instead of Autoreset's formal maroon, so it read as something students would expect on their social app, not a dusty job vacancy. We amplified the social proof aspect by giving new hikers a custom keychain after the succesful first ride.
Outcome
After finaizing the strategy and art direction, I built out the campaign concept, copy, ads, video, and animation. The campaign gave Autoreset a look of its own. Student Crew's visual language and photography style pushed well past anything Autoreset had made before, and the initiative now reads as its own thing rather than as a version of the parent brand, which is what it needed to compete for attention against everything else in a student's feed. The campaign was set a target of 40 applications a month. It brought in 200 in the second week.
