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Recruitment videos often rely on the same familiar formula: polished testimonials, infectious enthusiasm and carefully scripted authenticity. For one of Southeast Asia's leading tech startups, AloXR took the opposite approach, creating a campaign that affectionately poked fun at the genre itself.

Across a series of satirical films, employees remained true to themselves while an increasingly exasperated American director struggled to coax out the “perfect” recruitment video performance. By subverting employer-branding clichés instead of embracing them, the campaign celebrated the company's diverse culture with humour and honesty.