Reimagining Day One

A peer-to-peer welcome video that connected a global workforce

My client initially asked for a standard welcome video for new employees, featuring the COO. But we saw an opportunity to do something more meaningful. We wanted to create something that would help new employees feel part of a community, not just a corporation.

The Insight

In a company as large and globally distributed as CNH Industrial, a top-down message wouldn’t be enough.

What new employees really needed was to see and hear from real colleagues around the world .

How we made it work

  • We proposed a peer-to-peer welcome video instead of a traditional executive monologue, and built a case for the approach, secured HR buy-in, and collaborated with HR business partners in every region to identify and engage employee participants. We provided coaching and incentives, and collected self-filmed messages that reflected authentic pride, warmth, and diversity of role and location.

  • The final video was heartfelt, human, and globally inclusive. It became a cornerstone of the onboarding experience, praised by both HR and new hires.

  • What was once going to just be another top-down welcome video became a true signal of belonging. It showed new employees that they were joining a company that values connection, not just compliance. That’s the kind of message that sticks.

  • No great project comes to life alone. The employee welcome video was a global collaboration, from the HR business partners who helped identify and engage employee participants, to the team who helped shape the creative and bring it to life on screen.

    A special thank you to our production partners at Cultivate, whose storytelling instincts, technical expertise, and genuine care for the employee experience made this project something truly special.

    Great internal communications starts with great partnerships. I’m proud to have worked alongside a team that shared the same commitment to authenticity, inclusivity, and impact.