US ARMY - WHATS YOUR WARRIOR: AD CAMPAIGN
The U.S. Army, an institution older than the country itself, faced a dilemma: how do you showcase all that the Army is and can be, while paying tribute to the generations that formed its history? That was the task built-in to creating the U.S. Army’s first official music strategy in decades. It began with a remix of Chicago’s “25 or 6 to 4" (taking something old and showing it in an entirely new light) that was so successful online, the band put out a full-length Army version on streaming platforms. The sound of the brand has evolved in the year’s since, and expanded into previously unknown territory, such collaborating with an Academy Award winning composer for the brand’s official Covid messaging, and teaming with Soundcloud and Timbaland to bring in a new generation of beat makers to create the next sounds of the Army. With the right music strategy, one of the oldest institutions in our world was given new life.
All Work • ADS • FILM/SERIES