The initial brief for the project was - LinkedIn sparks a little girl’s imagination and exploration of her limitless potential through a human-centric story with a bit of unexpected magic along the way.

From the beginning the main focus was on choosing the right outfits that would best tell the story. We knew each of them would become a character in the film capable of expressing a personality and the choreography, performance and interaction with the little girl would reflect this. The schedule was a real challenge so this helped to narrow down what outfits we could consider, the amount of them and their complexity.

We knew the clothing needed something other than the traditional invisible man silhouette. Clothing on hangers was too far the other way, so a deflated form somewhere in between allowed us to keep some volume while adding that bit of magic.

This film launched LinkedIn's new tagline and creative platform, “Find Your In.” Whether your ‘in’ is a new connection, a job posting, an article, or an informative video, LinkedIn enables everyone to put their ambition into action and be whatever they can imagine.

For our hero, all it takes is a little bit of inspiration from a LinkedIn notification to set off an unexpected dance with her own potential. The world transforms as the clothes take on a life of their own, helping her try on different careers, literally and figuratively, and leading her on a journey through the endless opportunities available on LinkedIn. The clothes themselves mirror the content and tools on the platform, inspiring and teaching her as she explores. Her future comes to life as Remi Wolf’s ‘Guerrilla’ amplifies her attitude and punctuates the story with energetic confidence, matching the swagger of the choreography and personality on-screen.

We began with the insight that the ability to pursue possibility enables ownership of your ambitions.

This led us to define the role of the brand: LinkedIn has a deeper purpose beyond bragging about accomplishments. The tools and content on the platform level the playing field, giving users actionable ways to own their ambitions.

Our strategic approach was then to give LinkedIn a point of view that resonated in culture, through conveying the emotional benefits of LinkedIn as a place that unlocks potential, and by showing the value that LinkedIn tools and content provide our audience.

This campaign drove statistically significant lifts across all key funnel metrics in primary global markets:

Feeling of belonging

- US +4.4pts

- DE +14.3 pts

- IN +25.3 pts

Visitation intent

- US +3.4 pts

- DE +14.3 pts

- IN +10.8 pts

Paid app activations

- US +9%

- DE +25%

- IN +9%