When indie agency Luquire needed a junior art director, they could’ve done what every other shop does: post a dry listing full of clichés about “team players” and “collaborative spirit.” Instead, they let junior copywriter Max McKaig become the campaign.
The agency launched MaxNeedsHelp.com, a hilariously chaotic, intentionally bad website that draws applicants into McKaig’s own bizarre, spreadsheet-organized, LEGO-stacked brain. To apply, candidates don’t just upload a resume — they must survive 20 puzzles ranging from identifying “emotional dissonance in stock pasta photography” to selecting the correct shade of blue from McKaig’s Optimal Emotional Resonance color chart.
There’s even a page about his ideal campfire setup (spoiler: he does not recommend the Great Depression trashcan fire).
The payoff? A chance to become McKaig’s creative partner.
And the results speak for themselves: in just one week the stunt drew 244 applications, a 12-minute average time on site, and a 92.8% completion rate from those who started the journey. Social engagement also spiked, with more than 3,000 impressions and a 9.34% CTR on LinkedIn.
Instead of sounding like a bad dating profile (“must be detail-oriented and love long walks through brainstorms”), Luquire embraced unfiltered weirdness — and turned recruitment into a shareable piece of content. In short: mission accomplished.
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