U.S. Army — Army Team Campaign

The Setup

The U.S. Army needed to tell the story of the Army Team: the scale, versatility and values of America’s first team, in a format that could carry the weight of that story in 60 seconds.

The Challenge

You can’t condense the U.S. Army story into a minute. The spot had to highlight the foundation of the team, Army values and the Warrior Ethos, while making the benefit of service land on two levels at once: what it gives each individual, and what it gives the Nation.

What I Led

I led design direction for the campaign end to end, owning both the visual identity and the user experience across every touchpoint. The broadcast spot set the tone. My role was to carry that same idea through the digital ecosystem with one consistent design language: the website, the campaign landing pages, the social media campaign and the display advertising that ran across partner sites.

Each channel had its own format and constraints, but a prospect moving from a banner to a landing page to the site should feel like they never left the campaign. That coherence was the job: one team idea, expressed as one system.

What We Delivered

A fully integrated campaign. The 60-second spot ran during the Super Bowl. Around it we built a web experience with campaign landing pages, a video library and an interactive “Find your place on the team” experience, plus a social media campaign and banner advertising across partner sites. The through-line in every channel was the same: when you put on the uniform, you bear the flag on your sleeve and the team’s name over your heart, and membership on this team is for life.