Know Your army

national campaign | 360 | TVC Director: jaime rafn

“The Army has what Gen Z is looking for in an employer – they just don’t know it yet.”

A first for the brand, "Know Your Army" uses humor in a relatable and fact-based tone to tackle the misperceptions of service with a direct look at how the Army supports life beyond job and duty. The campaign reached a nationwide audience through a phased approach on television, Reddit, Google Discovery, YouTube, Snapchat, Instagram, Facebook, Twitter, and LinkedIn.

BE ALL YOU CAN BE

national campaign | Print | online | Social | OOH

Reinventing a famous campaign from the 1980s for a skeptical new generation in a more pessimistic era.

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INNOVATION lab

non-traditional & emerging tech | CLASSIFIED

Most of my time with the U.S. Army was spent setting up, ideating against, and steering a new innovation group beyond traditional agency confines using agile methodologies, scrum, robust data-informed insights, and blue-sky thinking across a range of non-traditional mediums and emerging technologies such as gaming, generative A.I., mixed and augmented reality, social experiments, etc.

Not surprisingly, most of my work is classified but I could be persuaded to tell you more about it.