ARMY

Gaming / Online Video / Digital

At a time where America was involved in two major world conflicts in Afghanistan and Iraq, recruiting was just a little bit tricky to say the least.

Getting enlistment up required not only thinking out of the box but also veering away from traditional recruitment techniques which often lacked truthfulness. To get young people to believe in a career in the Army they needed to see what was involved firsthand. At The Ready created a series of instructional videos followed by dramatic challenges requiring prospects to put their new skills to the test. This not only showed them that they could perform these tasks while under fire, so to speak, but that these newly acquired skills could also benefit them after their time in the military. Click-through rates soared and the experience won a Jay Chiat award in the process.

Role: Writer / Creative Lead