HELPING STAPLES TURN A REAL EMPLOYEE JOURNEY INTO A NATIONAL STORYTELLING INITIATIVE

Supporting workforce development, leadership awareness, and career transformation through strategic storytelling.

Staples partnered with our team to help develop a leadership-driven storytelling campaign centered around Brandon Cooley, a military veteran and graduate of the UST Step IT Up program, a diversity-focused technology apprenticeship initiative designed to create opportunities in cybersecurity and software development for women, minorities, and veterans.

The objective was to transform a real employee success story into a scalable storytelling initiative focused on workforce development, leadership, education, and career transition within the technology industry while supporting UST’s long-term recruiting and awareness goals.

Our Role

• Developed the campaign storyline and creative direction
• Conducted interviews with Brandon Cooley, Staples leadership, program representatives, and family members
• Traveled to Boston for a four-day documentary-style production focused on capturing Brandon’s personal journey and background
• Captured content at Brandon’s childhood home while interviewing family and relatives to create a more authentic and emotionally connected story
• Produced documentary-style photo and video content across multiple locations
• Edited and delivered storytelling assets for recruiting, awareness, and internal campaign usage
• Helped communicate leadership development, workforce opportunity, and career transformation through authentic storytelling
• Supported strategic messaging designed to strengthen recruiting momentum and long-term engagement around the UST Step IT Up initiative

About The Program

The UST Step IT Up program is a diversity-driven technology apprenticeship initiative focused on helping women, minorities, and military veterans transition into careers in cybersecurity, software development, and enterprise technology through intensive training and workforce development opportunities.

• The Impact
• Rather than simply documenting a graduation initiative, the campaign helped position the program as a larger workforce development and leadership platform focused on opportunity, representation, and long-term career growth.
• This project reflects our approach to combining storytelling, leadership, and strategic execution to help organizations create real-world impact at scale.