Client: Marine Corps
Assignment: 360 integrated campaign aimed at minorities and women to join Marines as officers

Problem: The Marine Corps has a decades old stereotype of been viewed as dominantly white men.
Solution: Launch a multimedia campaign aimed at encouraging more minorities and women to join as officers, but with a message that speaks to what they believe in.

The campaign: Fighting with Purpose, was intended to reinforce the broader notion of service — helping others who are in need.  It was developed based on the insight that for the diversity prospect audience in particular, the idea of service applies to helping those in need wherever they may be at home or abroad. The Fighting with Purpose campaign is intended to communicate, through personal storytelling that features two officers and those they've affected during their everyday lives, how Marines make both a global and local community impact. The campaign was a 360 integrated outreach effort consisting of television, print, digital and mobile to increase Marine Corps brand affinity and consideration of service.

Responsibilities: Associate Creative Director | Art Direction


Interactive Experience-Click below to view
A fifth section within the "Global Impact" navigation pillar of Marines.com was developed to house the extended Fighting with Purpose storytelling content. This section of the site, known as the "Community Impact" page (Marines.com/Impact), was developed to really give the potential candidates, a more in-depth look at Marine life and those they influence most. The interactive experience was completed with a scrollable panorama and eight web videos (four per each hero Marine). The page also contains stories relevant to community impact, examples of quality citizenship and contextual linking to relatable Marine Corps content. The digital content features both Captain Monica Meese and First Lieutenant Drexel King and their respective work abroad and at home and singles out the admiration from those who also benefit from their leadership skills -- their families and local communities. After users had a chance to look over the content, they could share to social or request more information from the Marines.


TV : 30 second spot
Whether at home or abroad, Marines are committed to helping those who are in need of help. It's one of the many examples of why Marines are dubbed, elite warriors and
why communities have respect for both Marines and their mission.


Micro Documentary for Community Impact page
Fighting with a Purpose:
1stLt Drexel King on Education

Micro Documentary for Community Impact page
Fighting with a Purpose:
Capt Monica Meese
Captain Monica Meese goes back to Casa Grande, Arizona, where her family lives, to help her neighbors reach their fitness goals. She shares how her humanitarian missions inspired her to help others and the importance of discipline in her professional and personal life.


Mobile-Click below to view


Print-drove to Community Impact page


Flash banners-drove to Community Impact page

Flash banners-drove to Community Impact page

Flash banners-drove to Community Impact page

 

Client: Marine Corps
Assignment: Recruitment booklet