U.S. ARMY — AT THE READY EXPERIENCE

At a time when America was involved in two major world conflicts in Afghanistan and Iraq, Army recruiting was a little bit tricky.

Getting enlistment up required not only thinking out-of-the-box but also veering away from traditional recruitment techniques that 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 features a series of instructional videos followed by dramatic challenges that require prospects to put their new skills to the test. These challenges help young people prove to themselves that they can perform these tasks while under fire, so to speak, and that these newly acquired skills can also benefit them after their time in the military. Click-through rates have soared and the experience won a Jay Chiat award.

Role: Associate Creative Director, Art Director, Co-Writer