British Army

How do you connect with potential British Army recruits? You use digital to get them to Start Thinking like a Soldier.

 
 

Project: Digital Campaign

My role: Art and Design Direction

Creative Director: Louis Clement

Agency: Skive

 
The video by Publicis that was used to showcase the Start Thinking Soldier campaign for the British Army. The interactive content at the heart of the campaign was all generated and produced from scratch by Skive under my direction, from ideas to storyboards, scripts, location filming in Kenya (36 minutes of bespoke online video directed by Michael Geoghegan and Spank), sound engineering, actionscript and Unity development. It won over 20 Awards, took nearly 9 months with a team of up to 18 people, and was the single best project I've ever worked on. It's a fantastic example of Transmedia Storytelling and immersive brand experience.
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We created a rich interactive experience at the heart of an integrated campaign running across multiple media channels

Using a gaming methods from the world of Playstation or xBox gaming, and working alongside Publicis, skive produced a set of 16 interactive missions designed to test the users in areas of leadership, decision making, team work and fitness, all supported by a set of carefully crafted training missions.

 

From green screen to your screens

Using a combination of custom filmed, on location and green screen sequences; Flash (rest in peace); Unity 3D and Papervision, we put together an unforgettable experience that not only delivered on the British Army's targets but also swept up a load of awards too.

 
 
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Multi award winning

 

Along the way Start Thinking Soldier picked up a number of awards, as well as smashing the recruitment targets.

I’m particularly proud of the followng: D&AD 2010 - Direct / Integrated in book, FITC 2010 - Flash Motion Graphics, Webby Award Winner 2010 - Employment, Grand Prix CIPD - 2010, BIMA Awards 2009 - Games - Advergames