Dear HR

“Dear HR” began as a written thought leadership series. Strong in intent and insight, but not built for how people actually consume content – particularly on social, where visibility, tone, and format shape engagement.

We ran a pilot to evolve the series into video, working with three senior leaders to test a new approach. Using social-native storytelling hooks, direct-to-camera delivery, and lightweight, creator-style production, we created content that felt immediate, personal, and credible. The pilot was designed not just to produce content, but to define a repeatable format leaders could step into, balancing consistency at scale with individual voice.

Damian’s episode quickly became PepsiCo’s 5th most viewed YouTube video of all time (+100k views), with Blake and Isabella following closely behind (+33k and +68k views), demonstrating clear appetite for a more human, accessible leadership voice.

In parallel, we worked directly with PepsiCo’s global communications team through a three-day capability workshop, embedding the thinking behind the pilot into the organisation itself. The focus was on building a shared system – how to find stories, shape them, and translate them into content that works across platforms, without losing meaning or authenticity.

The combination of the pilot and capability building created a unified shift: from static thought leadership to an active, scalable content system. Beyond the initial films, PepsiCo now has both the format and the internal capability to sustain a consistent, human leadership presence – shaping how the company is experienced by talent over time.