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By Audrey Kemp, LA Reporter

May 25, 2023 | 3 min read

In ‘Find your in,’ a child dances to Remi Wolf’s “Guerilla“ and is taught by the choreographer behind Childish Gambino’s “This is America” music video.

A new global campaign from career website LinkedIn aims to encourage adult job seekers through the eyes of youth.

The campaign, titled ‘Find your in,’ follows a young girl loitering in a laundromat. Her ennui is interrupted when a LinkedIn notification pops up on a phone next to her, which prompts her to think about who she will become when she grows up.

Dazzled by the infinite possibilities in her future, uniforms from every profession, from sports jerseys to white collar shirts, fly out of washing machines as she dances to Remi Wolf’s 2021 hit, Guerilla.

The creative campaign marks LinkedIn’s inaugural work with creative agency Droga5. “This film is … an idea and platform, all about being whatever you can imagine in a place (LinkedIn) that has the tools, information, and community you need to make it happen,” said Toby Treyer- Evans and Laurie Howell, executive creative directors at Droga5.

“We were looking for a way to talk about a professional world in a way that felt warm and new. The clothes we wear are bonded to who we are, who we want to be and often where we work. We loved the idea that a laundromat has all the identities of a world of professionals in it without the professionals there – just add a little girl's imagination and it allowed us to play with the idea of ‘in’ and all the things LinkedIn can help anyone be in their future in a playful way.”

Meanwhile, the spot was brought to life between director duo Alaska and Sherrie Silver, the choreographer behind Childhish Gambino’s iconic music video, “This Is America.”

As an extension of the campaign, LinkedIn will be launching a creator-first activation called ‘Big Ins’ involving creators with notable career journeys across different sectors (like fashion, design, and tech) to lead conversations about how they navigated important ‘in’s’ within their career.

The campaign will launch across TV, social, online and influencer channels.

Credits

Agency: Droga5

Production company: Iconoclast

Post-production: Kevin

Color grade: Company3

Editorial: Cut + Run

Sound design/mix: Wave Studios

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