Employer Branding & Experience
Elbit
Elbit had a retention problem: keeping the people who build the technology. For a year, we ran their employer-branding creative, and our brief was unusual. Take Elbit's defense technology out of the field and weave it into the everyday life of an Elbit employee. The work peaked with a match-making experience in total darkness, where couples decided whether to keep going using Elbit's own night-vision gear.
Elbit is one of the country's defense-technology giants, and one of its quieter challenges was employee retention, keeping the talent that builds the tech. That's what we were brought in to address. For a year I worked as part of a two-person creative team responsible for Elbit's employer branding, owning everything from concept to graphic language to full execution.
The through-line across every brief was the same: take Elbit's technology out of its operational context and fold it into the ordinary moments of an employee's life. One project was an enrichment kit for employees who are parents, built for the day each year when parents are invited to speak at their kids' school. The kit included an age-tailored presentation, games, and activities, all integrated with Elbit's real technologies: vision systems, a drone, the works. A defense company's tools, reframed as something a child would find magical.
The standout was the finale. At the Tel Aviv Single Run, we built a fully branded pavilion at the finish area, wrapped end to end in Elbit's visual language as a "match-tech" experience staged in total darkness, riding the dark-dating reality format that was everywhere in Israel at the time. Couples registered, entered a guided encounter in complete blackout, and reached the moment of decision: keep going or not. The reveal came through Elbit's night-vision equipment, and only if both people chose to use it and look did they unlock a voucher for the festival outside, to take the date into the light.
From idea to graphic system to execution, the whole thing was ours to build.
