Frost Employment Brand Campaign

While serving as Creative Director at MindHandle, I led the development of Frost Bank's employment brand campaign, "That's what it's about." This initiative aimed to attract, retain, and engage top talent by highlighting Frost's core values: integrity, caring, and excellence.

Collaborating with photographer Tom Hussey and Equilateral Productions for video content, we crafted a campaign that emphasized Frost's commitment to hiring individuals who embody these principles, beyond just experience and education.

The result was a cohesive and authentic representation of Frost's culture, resonating with both current and prospective employees.