As the largest private prison company in the U.S., CoreCivic battled a constant perception problem. In 2017, it changed its name from CCA and launched a re-branding campaign in an effort to soften its public image. As part of the initiative, CoreCivic asked us to create a series of short films and TV commercials aimed at recruiting new employees.
Working directly with CoreCivic’s marketing team, we cast for employees who worked at one of the facilities and then constructed story outlines that focused on their backstories. By capturing heartfelt interviews from these characters filming them outside the context of prison, we hoped to create believable, humanizing narratives that showcased Corecivic’s shared values and mission.
Careers: Our Mission
Careers: John Burnett
Careers: John Burnett Short Doc
Careers: Lybrunca Short Doc
Careers: Timberlake Short Doc