A global law firm sought to enhance its attorney recruiting efforts by connecting authentically with the brightest legal talent — from summer associates and patent agents to junior associates and clerks.
Competing against other top-tier firms, they turned to me to craft a compelling video series that would resonate deeply with each unique audience segment.
I managed the entire project lifecycle — starting with developing a detailed project charter that aligned video goals with the firm’s recruiting objectives. I led the selection of a high-end film crew, coordinating logistics and ensuring every production detail supported the firm’s premium brand identity. I hired a graphic design agency and worked with them to develop the brand and style for the series. I developed an SEO and social media strategy to ensure the content would be promoted and found. To ensure the team would be able to take over the project, I developed a detailed playbook for the end-to-end video creation process.
On site, I directed partner interviews and captured candid moments showcasing why the firm is an unparalleled place to grow a legal career. Through thoughtful storytelling and authentic testimonials, the videos communicate the firm’s culture, opportunities, and values.
Project Components
- Project plan and budgeting
- Creative brief development
- Vendor evaluation
- Script drafting
- Logistics and planning
- Talent preparation
- Site surveys and setup
- Producer/interviewer
- Post-production management
- Social media strategy
- Ongoing content strategy advisory
- Creation of a playbook for continuity and governance
“We recently undertook a careers rebrand, and Cyndy was masterful in helping my team manage the entire project. She is, in a word, extraordinary.
She is extremely knowledgeable about marketing and communications, especially in the law firm space, and provides tremendous value in branding, video content, and aesthetics. She understands how to shape a client’s vision into something smart, well-tailored for the audience, and, most importantly, sustainable to manage over the long term.
Hire her immediately. You won’t regret it.”
Marsha Nagorsky
Senior Manager, Attorney Recruiting Marketing
Wilson Sonsini
