Foxtel is a company that’s full of history and has always had a place in the Australian household. But when fierce streaming company competitors came into the market, Foxtel desperately needed to pivot, or sink.

A large part of this pivot needed to be employees who were passionate and excited to take on this new challenge, rather than staying with the status-quo.

We created an Employer Brand and matching careers website that spoke directly to the ‘right’ type of Foxtel employee. We asked potential employees if they are our Foxtel breed through an opt-in or opt-out focused Employer Brand.

Visualised through a play on television, we putting the individual literally in the spotlight, implying their time to shine is now.