Challenge

Small business HR and admin staff juggle hiring alongside a dozen other responsibilities, and slow, manual background checks put good candidates at risk of accepting a competing offer before a decision is even made. Checkr needed to make speed and automation feel like real relief, not just a feature.

Strategic Approach

I developed bi-monthly ad trays across standard display banners and newer formats like ChatGPT ads, directing our design team on execution, while also handling ad-hoc creative requests as they came up between cycles. As Checkr expanded into AI-generated video, I built the scripts and storyboards and worked directly with the videographer to bring each concept to life.

Key Innovation

Positioning fast background checks as a way to stop losing hires to faster-moving competitors provided a business-risk angle that resonated more directly with time-strapped HR teams.

Business Impact

Bi-monthly, multi-format campaigns—spanning display, ChatGPT ads, and AI-generated video—kept Checkr's message fresh across an expanding set of channels while staying anchored to the same speed-and-relief value proposition for HR and admin buyers.