The Army, looking to differentiate itself from the other Armed Forces, decided to lean into strength. Upon meeting and speaking with the soldiers themselves, it occurred to me that their kind of strength was different from ordinary strength. This campaign spurred a thousand knock-offs, for which I am eternally sorry.
- Project Roles
- Copywriter, Creative Director
- McCann Erickson
- Brand Strategy, Content Strategy, Copywriting, Producing
- Commercials - Broadcast, Corporate Slogans