Two Paths. One Remarkable Result.

Because the most powerful strategy is an authentic story.

For your recruitment film, there are two ways to proceed. The first is the standard, journalistic method used by most. The second is our strategic, story-driven process—an approach designed not just to create a video, but to build an emotional connection that attracts the right talent for JTS.

Option 1: The Journalistic Approach

THE TYPICAL PATH

This is a reactive approach.

We would arrive on-site, interview several team members, and capture general footage of the facility. In the edit, we would search for common themes and piece together the best soundbites into a cohesive video.

The Risk:

While this can produce a nice video, it's unpredictable and often results in a generic message that sounds like every other corporate recruitment video. It lacks a strong emotional core because it isn't built around a central, compelling human journey. It tells people JTS is a good place to work, but it doesn't make them feel it.

Option 2: The Story-Driven Approach

OUR RECOMMENDED PATH

This is a proactive, strategic process.

We start by defining the exact feeling and message we want the audience to experience. Then, through a deliberate Storyfinding Process, we identify the one person whose journey best embodies that message. The entire video is then built around their story.

The Superior Result:

This approach isn't just a video; it's a vehicle for Narrative Transportation. A top-tier engineer watching won't just hear about your values; they will identify with the character on screen and feel their desire and purpose. This is how you move beyond simply attracting applicants to attracting the right applicants—the ones who share your mission and will drive JTS forward.

Our Creative Blueprint for JTS

Here’s a look at our deliberate, Story-First process. Each of these three milestones must be completed in order, as they build upon each other to ensure a powerful final film. For this blueprint I’m inserting ‘Sam’ as a hypothetical heart of the story. I've made up Sam's experiences based off of concepts and ideas that I know from being at the ribbon cutting and reviewing the JTS website. In our discovery calls with potential hearts for the story, we would be looking for these types of experiences/stories in the people we talk with. Again, Sam and his experience are hypothetical, but I’m using it to give a sense of how finding the right person with the right story in our discovery conversations. This is foundational to our Story-Driven approach.

Milestone 1: Story Keywords

  • Inspiring: Solving high-stakes challenges with meaningful impact.
  • Different: Guardians of critical digital infrastructure.
  • Audience: Mission-driven engineers seeking a legacy.
  • Feeling: High-stakes, supportive, innovative, meaningful.
  • Action: Compel the right people to apply.

Milestone 2: Character Briefs

The Heart: "Sam," The Purpose-Driven Problem Solver

Desire: A deep need to work on problems that truly matter; motivated by challenge, not money.

Motivation: A core value of Benevolence (caring for society) and Achievement (overcoming challenges).

Uniqueness: Sees the "art and the puzzle" in engineering, not just the science. Perhaps has a high-stakes background.

Milestone 3: Storyboard

  1. The Hook: Establish the human stakes immediately.
  2. The Conflict: Introduce a high-stakes project.
  3. The Initiation: The moment of commitment.
  4. The Journey: A montage of wins and challenges.
  5. The Resolution: The system goes live; success.
  6. The Jab: Connect back to the core message.

A Deeper Look Into Our Process

For a deeper explanation of our process, continue reading.

Our Guiding Framework: REPS

R

Remarkable

We create work that is worthy of being talked about, ensuring it stands out and is shared.

E

Expert

Our process positions us as strategic partners, not just vendors, guiding the project to its best outcome.

P

Perceived Value

By focusing on strategy and results, we increase the project's value beyond a simple line-item.

S

Simple Systems

Our three-milestone process is clear, deliberate, and easy to follow, ensuring transparency and alignment.

Our Storyfinding Methodology

The 4 Pillars of Story

Our entire process is built on a foundation of classic storytelling principles. We don't just film what's there; we build a narrative around: People(a relatable hero), Places(a compelling setting), Plot(a journey with stakes), and Purpose(a meaningful message).

Discovery Conversations

We don't guess who the star of the story should be. We engage in brief, targeted conversations with 6 to 12 potential candidates to find the one individual whose personal journey—their desires, motivations, and unique experiences—perfectly aligns with the Story Keywords we defined in Milestone 1. This is how we find the authentic "Heart" of the story.

Our Cinematic Technique

The 3/1 Rule

To visually build the story, we use a proven cinematic formula. For every three shots that build the scene ( Wide shots of the team, Medium shots of problem-solving), we capture one emotionally resonant Tight shot on a character's face. This rhythm creates a viewing experience that is both informative and deeply human.

Specific Plot Points

A story is built from moments, not generalities. We actively look for specific plot points in our character's journey: a Win(a clear success), a Wipeout(a moment of failure or high tension), and a Wild Moment(an unexpected breakthrough). These moments create the narrative arc that keeps an audience engaged.

Milestone Details: The Complete Breakdown

For those who want a closer look, here is the full detail behind our three-milestone process.

Milestone 1: Story Keywords

This defines our strategic goal. Every creative decision will be filtered through these five questions to ensure we stay on target.

  • What's most inspiring about this story? The opportunity to solve high-stakes challenges that have a meaningful impact on society. It’s engineering with a clear, vital purpose.
  • What makes this story different? JTS isn’t just building things; they are the trusted guardians of the world's most critical digital infrastructure. It's a culture of immense responsibility and elite problem-solving.
  • Who is the audience? Top-tier, mission-driven engineers who are bored with conventional roles and seek a career where they can build a legacy, not just a resume.
  • How do we want this story to feel? High-stakes, supportive, innovative, and profoundly meaningful.
  • What action do we want the audience to take? To feel a pull to apply, believing that JTS is the only place where their skills can make this level of difference.

Milestone 2: Character Briefs

With our keywords as a filter, we now find the right person to be the emotional core of our story.

The Heart of the Story: The Purpose-Driven Problem Solver

Let's call him "Sam" (a composite of what we learned from the ribbon cutting speeches and interviews and from the JTS website).

Desire (Magnitude 5/5): ‘Sam’ has a deep-seated need to work on problems that truly matter. He isn't motivated by money, but by the challenge of protecting critical systems and the pride of building something that lasts. As was said at the ribbon cutting, it's about "leaving it better than you found it."

Motivation (5/5): A core value of Benevolence (caring for his team and society) and Achievement (overcoming difficult challenges). ‘Sam’ feels a personal responsibility to the families and businesses who rely on the infrastructure he builds.

Uniqueness (4/5): Perhaps he has a background in a field where stakes were also high (like the military personnel mentioned) or he was mentored by a JTS veteran and now pays it forward. He sees the "art and the puzzle" in engineering, not just the science.

Helper Characters: A senior leader who acts as a mentor, reinforcing the company's commitment to growth and a junior engineer ‘Sam’ is now mentoring, showing the cycle of culture and support at JTS.

Milestone 3: Storyboard

This is the structure that will create engagement and curiosity. We'll build the film around our character, ‘Sam’, and his journey.

  1. The Hook: Open on a tight shot of Sam's focused eyes, reflected in a monitor displaying complex code or a schematic. Quick cuts: a family using an ATM, a doctor accessing patient records, a traffic control system. We immediately establish the human stakes.
  2. The Conflict: Sam's voiceover: "There are moments in this job where there is zero room for failure." We learn about a specific, high-stakes project—maybe a data center for a major hospital that had to be migrated with no downtime. This is a Person vs. Technology conflict.
  3. The Initiation: A flashback or line of dialogue where a mentor (a Helper Character) entrusts him with leading the project. "I know you can do this." This is the moment he fully commits.
  4. The Journey: A montage of Specific Plot Points, not generalities. We see the team working together, whiteboards full of diagrams (a Win), a tense moment where a simulation fails (a Wipeout), and ‘Sam’ having a breakthrough late at night over coffee (a Wild Moment).
  5. The Resolution: The system goes live. We see a shot of the real-world impact—the lights in the hospital flicker but stay on, data flows seamlessly. A quiet, satisfied smile from ‘Sam’. The tension is released.
  6. The Jab: The final shot. ‘Sam’ is at a whiteboard, mentoring a younger engineer (Helper Character). His voiceover connects back to the Keywords: "It's not just about the code or the concrete. It's about knowing that what you build here matters. We're not just looking for engineers; we're looking for guardians."