Insight Global, a leader in the staffing services industry, has emerged from 2020 as a changed company. Dedicated to empowering people through the value of opportunity, Insight Global has always sought to develop job candidates personally, professionally and financially. During the COVID-19 Crisis, CEO Bert Bean adds to this mission, finding it imperative to also “be the light to the world around us.”
Determined to leverage this as an opportunity for not just survival but growth, Bean enlisted the services of D&S CoLab, a Los Angeles-based branding agency. Bringing the messaging of the rebrand to the screen, Ashkan Memarian of Namesake directs a modern American success story with the 1:40 commercial titled “The Call.”
The spot illustrates the bond between a professional recruiter and an ambitious young job seeker who work together through struggle and sacrifice in the job market to ultimately triumph, landing the candidate his dream job and big break. This is the story of a relationship built on genuine care and hard work, which is the foundation of what makes Insight Global’s approach to staffing so unique.
“When we started the rebrand process, we spent a lot of time with the people of Insight Global,” says Drew Brooks, co-founder of D&S CoLab. “They genuinely care about each other, their clients, and the careers they nurture. Their enthusiasm to be a positive influence on the world around them is what inspired this story and really, what inspired the entire rebrand.”
Shot in Los Angeles across the span of three days, Memarian utilized a mixture of brief true-to-life moments and single-shot scenes to give the narrative texture and depth. With contributions from his key collaborators, DP Sean Bagley and editor Jai Shukla at Nomad NY, the resulting spot highlights the human connection between the candidate and the hiring manager, as well as with the client who ultimately hires him.
It was a true partnership right out the gate, reports Memarian, “From the beginning, D&S were extremely trusting, encouraging, and supportive. This was a rare experience where we worked directly with Bert, the CEO of Insight Global, all of us workshopping different aspects of the story together. Because we were so aligned on the goal, we were able to bounce ideas back and forth and let the cream rise to the top.”
“Bert has a very clear vision for Insight Global,” Brooks adds. “He knows who they are, what’s important to them, and the type of stories they’d like to tell. When you have that level of clarity and connection to your company, it acts as a compass, which guides the people working with you and the content that’s being created for the brand.”
Memarian deftly translates that vision with “The Call,” propelling the story with nuanced pathos. Connecting with the viewer on an emotional level, we share in the joy of one young man’s hard work and determination paying off.
“Ash is one of the kindest, most genuine, most humble people I’ve ever met,” says Brooks. “Luckily for us, he also happens to be an insanely talented director. He’s constructive and constantly brings great ideas to the table to evolve the story and the overall execution.”
In closing, Brooks says, “Everyone who worked on the #ItBeginsIG rebrand was equally invested and passionate about the project. All parties trusted and respected one another. When those are your ingredients, whatever you’re making is going to be special.”