On the surface, Applicant Tracking Software is not emotionally gripping.

But if you've ever applied for a job online, it's likely you've used it. And, if you're a recruiter or human resource professional, this is a key tool in your arsenal. 

So, when a national corporation needed an online brand video to positioning their software as a service (SaaS) company, the challenge was to find the humanity in it.

And the key was to step back and take a wider view of the software in terms of how it affected those who use it.  The reason it was created -- and one that had an emotional hook -- was it connected people with people.

And this became the spine of the script and guided our voice over and edit. It was emotional. Uplifting. And created clear positioning for an SaaS B2B product in a crowded market.

Take a look.