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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 … read moregeneration 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.
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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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