Loxo

Finding the Elusive Bigfoot

Hunting Bigfoot? Loxo has his number.

Watch the full campaign · 1:09

The Strategy

Recruiters spend their days hunting for people. Companies hire them to fill hard jobs, and the hard part is finding the right person, then reaching them with an email or phone number that 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 searches nobody else can fill, for candidates who don't want to be found. And nobody has stayed hidden longer than Bigfoot.

So the ad is a stakeout in the woods. A couple sits at their campsite. He's covered head to toe in camo, watching the trees through binoculars and sniffing the air for a scent. She's on her laptop. Behind them, Bigfoot walks off with their cooler. Neither of them turns around. She doesn't need to: she has already found him in Loxo, with his phone, his email, his skills and his used camping gear store.

Loxo bought two campaigns from us at once, and this is one of them. The other, Finding the Elusive Alien, puts the same couple in a car at night, watching the sky. Loxo's team brought an idea of their own: put her on a video call with the candidate, interviewing him for a job, while her husband is still out searching. Here, that's a Zoom call with Bigfoot, and it became one of the two 15-second ads.

The Process

The forest is indoors. We shot it over two days in the same studio as Alien, the same week. Both sets were prepped in one room, so just off camera from our campsite, the car sat ready for the next day's shoot. Before anything was built, we made the campsite in 3D and animated rough versions of every spot, so everyone knew where Bigfoot would walk.

The trees are real. They came from a tree service, and our scenic art crew, the team that builds and dresses a set, stood them up to feel like a real forest. Then they trucked in dirt, pine needles and fallen leaves to make the ground believable. Behind it all hung a blue screen, so we could add the deep woods behind our trees later.

Bigfoot is Chandler, one of our co-founders. The suit was custom made by a builder in Colorado and fitted to him, and he wore it in every spot. Inside it, Chandler sweated like crazy. Between takes, we unzipped him out of the top half, and a production assistant stood by with water, a fan and a towel to keep him from overheating.

On the Zoom call, she and Bigfoot each got their own forest, so it wouldn't look like they were sitting at the same campsite.

The hardest shot is Bigfoot's exit with the tent. It plays out in one wide shot, behind the actors, and it had to land between her lines. A tent also likes to snag on everything.

The blue screen was the long part. To put the deep woods behind the set, every edge in front of it had to be traced by hand, one frame at a time. That's called rotoscoping. Brian, our director, did it himself: around Bigfoot's fur, every tree, every leaf and every pine needle.

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. Each one also has two endings, so Loxo could test which call to action worked better. We shot portraits of Bigfoot and the couple too, and Loxo's team used them on landing pages, emails and static ads.

The Results

Bigfoot and Alien went live 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, described the year they launched like this.

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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