Park Executive. Seek the Exceptional.

The challenge

In a world drowning in shortlists, LinkedIn spam and surface-level search, I needed to build a recruitment brand that didn’t sell names, but sold discernment. A brand for leaders who believe exceptional talent is not found - it’s unearthed.

Park Executive needed a launch idea that would justify a premium proposition, stand out in a crowded market, and articulate why their process delivers leaders who genuinely change businesses - not simply fill vacancies.

The idea

I repositioned executive recruitment as a pursuit, not a transaction.

The central metaphor was simple and powerful: Exceptional talent is like a rare scallop - hidden, valuable, and only found by those who know where and how to look.

This became the organising principle for the brand and the creative platform Seek the Exceptional.

To prove it, I conceived and directed a campaign that took Park Executive’s Managing Partner, Cam Stables, underwater with a professional scallop diver. Instead of talking about “going deeper,” we showed it - literally. The film demonstrated the behaviours that define true executive search: patience, precision, discernment, and depth of understanding.

The underwater sequence wasn’t a gimmick; it was a visual explanation of the firm’s methodology. I scripted the narrative, shaped the brand voice, and extended the metaphor across further content - from racehorse training to jewellery craftsmanship - each reinforcing that Park Executive doesn’t skim the surface; they uncover what others miss.

The impact

The campaign gave Park Executive what most recruitment brands lack: a point of view.

It articulated why their process matters, elevated their service beyond CV-sifting, and positioned the firm as specialists who uncover transformative leaders rather than simply present candidates.

Seek the Exceptional became a brand promise clients could understand, and a standard talented candidates aspired to meet.