During the pandemic, healthcare team members were in short supply so our team launched a hiring campaign targeting CNAs, NAs, LPNs, and more. These roles mostly consisted of a younger demographic, so the messaging, visual design, and advertising mediums were created and selected to attract that audience. The result was lively, dancing figures washed in colored light set against vibrant, pop color backgrounds. The visuals — reminiscent of the classic silhouetted iTunes ads — expressed youthfulness and countered certain associations of working in a retirement community.