I led a targeted recruitment campaign on the Metro-North Railroad New Haven Line to attract New York–bound commuters to opportunities at HomeServe’s Norwalk, Connecticut office. I developed and executed a meme-inspired concept that mimicked Instagram-style posts, creating a series of in-car posters designed to engage a mobile, digitally native audience during their commute. Selected from multiple pitches, the campaign ran over several weeks and generated over 400 QR code scans, resulting in multiple new hires and demonstrating the effectiveness of culturally relevant creative in a traditionally static environment.