DEIN ERSTER TAG
Role
Creative Direction
Brand Identity
Content Strategy
Video- & Photography
Motion Design
DEIN ERSTER TAG is the largest digital program for job orientation in Germany, bringing its media to more than 5.000 schools nationwide, thereby reaching millions of students across the country.
The visual identity needed to appeal to the mostly GenZ audiences, separating itself from the often dull and duo-chromatic offers that exist in the job orientation sector.
DEIN ERSTER TAG is fun, bold and approachable - playful but not childish.
DEIN ERSTER TAG was originally based on the idea to reach prospective job candidates through documentary-style 360° videos portraying specific jobs.
The companies hire DEIN ERSTER TAG to film directly on site at their facilities. These videos are then supplied on VR headsets to schools all over Germany free of charge.
I personally directed, shot and edited dozens of these videos for the likes of the Hamburg Fire Department, Accor Hotels and the PENNY supermarket chain, and was also responsible for promotional behind-the-scenes photography. These duties were later transferred to the in-house production team.
At the height of the Covid pandemic, it became nearly impossible for DEIN ERSTER TAG to shoot the job videos directly on site. To overcome this challenge, I developed a video content strategy which is solely based on company portfolio and stock photos, but that could still be used to portray specific jobs to the GenZ target audiences.
#kurzerklärt is German for #brieflyexplained and showcases one job in around 2min in a funny but factual way. Hundreds of job clips were produced in this manner for clients ranging from small family businesses to large companies like McDonald’s, Lidl or SAP.
The JobApp from DEIN ERSTER TAG is a mobile application that makes applying for jobs easy: Find jobs in your region and apply with a simple swipe. Response guaranteed.
To promote the app, I designed a series of video teasers/trailers which were used for email and social media marketing.
The app was released in 2023 and it has since then reached the Top 10 of the download charts in the German App Store (Economy) among the likes of LinkedIn, WhatsApp Business and Adobe Acrobat.