Amazon’s apprenticeship program needed a campaign that went beyond traditional recruitment approaches, something that would set it apart in a crowded field. The goal was to capture the diversity and uniqueness of the apprentices in a way that felt modern, personal, and reflective of Amazon’s innovative culture.

The Challenge

Amazon sought to represent the wide range of people in its apprenticeship program—school leavers, military veterans, mothers returning to the workforce—by showcasing their personalities and experiences. The challenge was to avoid the typical interview or corporate promo style and instead create something engaging that reflected Amazon’s forward-thinking ethos.

Creative Direction

We took full creative control of the project, focusing heavily on video to capture apprentices in a way that felt both authentic and fresh. The interviews were the centrepiece, but rather than using traditional questioning, we introduced Amazon Alexa as the interviewer. This unexpected twist made the interactions more natural and fun, catching participants off guard and encouraging spontaneous, unscripted moments.

Questions like “If your apprenticeship was a dance move, what would it be?” or “Which skill from your apprenticeship would help you survive on a deserted island?” brought out laughter, reflection, and genuine insights. These interactions revealed personal stories and individual quirks, making the campaign both relatable and memorable.

Each of the 12 apprentices featured brought something unique to the table, from their backgrounds to their experiences at Amazon. By focusing on close-up, eye-level shots during interviews, we captured the emotional depth and individual journeys of the participants, showing both their confidence and vulnerability.

Alongside the interviews, we created close-up portraits that were equally important. These portraits captured powerful, intimate moments, showcasing the apprentices’ confidence, wisdom, and vulnerabilities. The consistency in close-up visuals between the video and portraits reinforced the campaign’s focus on personality, making both mediums work seamlessly together.

Why It Worked

The success of this campaign was rooted in its ability to humanise Amazon’s apprenticeship program. Instead of relying on standard corporate marketing language or overly polished visuals, we let the apprentices’ real personalities come through. The use of Alexa as a quirky interviewer set the tone for a more relaxed, spontaneous atmosphere, while the video format allowed us to capture unfiltered moments.

Engagement Through Authenticity: The video format gave the campaign a more engaging and authentic feel. Viewers saw apprentices not just as workers, but as individuals with unique stories, backgrounds, and perspectives.

Celebrating Differences: By highlighting a diverse range of participants, the campaign reinforced Amazon’s commitment to inclusion. Apprentices could see themselves reflected in the stories, knowing that individuality is valued at Amazon.

Amazon Apprenticships portrait by Sane Seven 4
Portrait by Sane Seven
Portrait by Sane Seven
Portrait by Sane Seven

Outcomes

The campaign produced the following assets:

  • 12 individual video interviews, each focused on capturing the unique journey and personality of an apprentice.
  • 1 campaign video collated from highlights of the individual interviews.
  • 1 behind-the-scenes video featuring comments from stakeholders, providing context and deeper insights.
  • 12 individual portraits that paired with the interviews to visually reinforce each apprentice’s personality and experience.

Conclusion

This project exemplifies how a creative approach can elevate employer branding and recruitment campaigns. By focusing on personal stories, unique approaches to interviews, and dynamic portraits, companies can break free from the typical corporate mould and create content that resonates on a deeper level. By breaking away from standard corporate formats, we helped Amazon connect with apprentices in a more genuine and meaningful way.

New York and London Photography Prize Winner 2021/2022

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