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U.S. Army: Overcoming Obstacles


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Developed in partnership with Team DDB, the campaign sees the return of the iconic 'Be All You Can Be' tagline - one of the most famous in US advertising history - for a new generation of young Americans. This launch coincides with the roll-out of a new, long-term enterprise brand that centres on the promise of 'possibilities,' revealing the truth of what the Army uniquely offers to those who want to make a dent in the Universe and become the best version of themselves. The new 'Be All You Can Be' campaign is headlined by two films that showcase Army service as a driver of possibilities. 'Overcoming Obstacles' features notable historical events representing the obstacles the Army has overcome in its 247 years, and the diverse individuals who helped overcome them. 'Pushing Tomorrow' goes beyond the battle to showcase another side of Army contribution, such as exploration, discovery, and innovation. The Army and Team DDB have tapped rising-star actor Jonathan Majors (Ant-Man and the Wasp: Quantumania, Creed III), director Rupert Sanders (Snow White and the Huntsman, Ghost in the Shell), and Hollywood composer Rob Simonsen (Stranger Things, The Whale) to help bridge the Army’s past and future for a gen z audience. The new campaign and enterprise-wide visual identity includes will be seen, heard and explored across all brand touchpoints. Core components include a reengineered five-point star logo and tagline, among other changes, transforming how the organisation represents itself both visually and verbally while reinforcing its legacy. The new brand is supported by a refreshed visual identity, comprehensive design principles, and verbal identity (the language the Army uses to tell its story) that intertwine the past, present, and future of the Army. The campaign can be seen, heard, and explored in a variety of ways, including through television and print, streaming video, social and community platforms, audio channels, including YouTube, Hulu, Reddit, Meta, and Pandora, and partnership activations with NCAA (including March Madness), Complex, IGN, and NBCU. Print and out-of-home advertisements and digital billboards will also be displayed in priority, high-traffic markets and in primary audience locations like college campuses and near Army bases.
Credits Other credits

Agency

Design Director Jason Miller

Design Director Sandra Ferreira

Executive Producer Luke LiManni

Producer Kent Smith

Producer Susan Cartland

Producer Carla Nieto

Producer Gina Muffoletto

Business Affairs Manager Jillian English

Business Affairs Manager Venessa Merz

President Chris Pultorak

Programmer Holly Springer

Marketing Director Pat Book

Account Director Sam Padilla

Account Manager Chandler Hrack

Account Executive Reese Yale

Strategy Director Kevin Richey

Strategy Director Matt Egan

Strategy Director Justin Hood

Strategy Director Noelle Baer

Strategy Director Juie Shah

Strategist Kriselda Sanchez

Strategist Naomi Cao

Strategist Shawn Sullivan

Programmer Jenn Wong

Programmer Ingrid Rockovich

Project Manager Rachel Fortunati

Project Manager Mary Somma

Project Manager Amanda Moran

Project Manager Katie Mahoney

Production

Executive Producer Ben Scandrett Smith

Executive Producer Emma Wilcockson

Producer Laurie Boccaccio

Costume Designer Kurt and Bart

Production Designer Dominic Watkins

Production Supervisor Moira Hurley

Post Production / VFX Framestore - New York

Director of Production Carla Attanasio

Executive Producer Pete King

Producer Andrew McLintock

Producer Chloe Edwards

Creative Director James Rogers

Shoot Supervisor David Sudd

CG Supervisor Brian Creasey

CG Supervisor Kevin Baker

CG Supervisor Cosku Ozdemir

Compositing Carlos Adarraga-Gomez

Designer Timothy Williams

Post Production / VFX Traffick

Executive Producer Meghan Lang Bice

Colour Producer Phoebe Torsilieri

Colourist Ricky Gausis

Post Production / VFX The Works

Retouching Mickey Chesky

Retouching Mick Meyer

Artist Matt Holzman

Artist Jenny Smith

Editorial WORK USA

Editor Stewart Reeves

Editor Leah Turner

Executive Producer Marlo Baird

Producer Juna Drougas

Music / Sound Radish Music

Music Supervisor Alec Stern

Music Supervisor Peymon Maskan

Composer Rob Simonsen

Composer Taylor Lipari-Hassett

Music / Sound The Works

Head of Production Brian Winterton

Studio Manager Tom Syoen

Sound Designer David Axelbaum

Sound Designer Justin Mayer

Sound Designer Gerard Collins

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