Loxo

Finding the Elusive Alien

Hunting an elusive alien? Loxo has his email.

Watch the full campaign · 1:09

The Strategy

Loxo makes software for recruiters, the people companies hire to fill hard jobs. A big part of the job is searching: finding the right person, then tracking down an email or phone number that actually works. Most recruiters juggle ten or more tools to make one placement. Loxo puts the search, the contact info and the outreach in one place.

In discovery, Loxo told us what to lead with: finding people and reaching them. Their users take on the hardest searches, for candidates who don't want to be found. So we asked who the hardest candidate to find would be. Someone who isn't even from this planet.

So the ad is a stakeout. A couple sits in their car at night. He wears a tin-foil hat and holds his homemade "cosmic gravitron tracker," a glowing box with a little dish on top. She's on her laptop. Behind them, through the back window, a purple beam of light sets an alien down in the road. Neither of them sees it. She doesn't need to: she has already found him in Loxo, with his work history, his phone, his email and his conspiracy-theory podcast.

Loxo bought two campaigns from us at once, and this is one of them. The other, Finding the Elusive Bigfoot, sends the same couple into the woods. Loxo's team brought an idea of their own for this one: put her on a video call with the alien, interviewing him for a job, while her husband's tracker still can't find him. We wrote it up, and it became one of the two 15-second ads.

The Process

The car never left the building. We rolled it into a studio and made the night around it: projectors, lights, and 20-by-20-foot rags, big fabric frames that block and soften light, shaped so it felt like open sky. We shot it over two days, the same week as Bigfoot.

The alien, Galaxar Nyraxis, is heavy special-effects makeup, not a mask. His entrance is a stunt. A stunt coordinator ran the harness rig that lowers him down the beam, which meant testing and safety checks before he went up. The harder part was the drop itself. We didn't want him swaying on the wire. We wanted the slow, steady glide of a tractor beam, and that takes muscle control and practice. Our alien got it fast.

The airbag is real too. Brian, our director, sewed it himself out of rip-stop nylon, the light, tough fabric used for tents and kites. He ran it through tubes and hoses to a bead blaster, an air tank tire shops use to pop a tire off its rim. It took a few takes to get the timing right, so the actor didn't react before it went off.

Loxo got a 30-second main spot, two 15-second ads and a 6-second reminder, each cut wide, square and vertical, with and without subtitles, and each with two endings so they could test which call to action worked better. We also shot portraits of the characters, and Loxo's team turned them into landing pages, emails and static ads.

The Results

Loxo launched the Alien and Bigfoot campaigns together in January 2024, on streaming TV, LinkedIn and social. Two years later, Loxo told us the ads had never stopped running. Sam Kuehnle, Loxo's VP of Marketing, summed up the year they launched in one line.

1. 46%

   Quarter-over-quarter revenue increase

   Loxo, after the Alien and Bigfoot campaigns — HubSpot Marketing Blog, 2025

2. 25%

   Pipeline growth

   Loxo, after the Alien and Bigfoot campaigns — HubSpot Marketing Blog, 2025

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