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The British Army

The stories behind the soliders

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The problem

As part of our new vision for the British Army, we carried out a photo and video shoot that focused on talking to real soldiers about their experiences. The intention was to present a more human and relatable side to the armed forces, and to inspire potential candidates with the possibilities that an Army career can offer.

The solution

Speaking to the individuals about their experiences; from their decision to join, through to the amazing role that they now do, we developed a photographic direction that captured the energy and individuality of the Army’s service people. Over four days in our studio, our in-house team of photographers and directors shot still and video of 90 subjects.

The result

We produced a suite of empowering, inspiring assets to connect with a young audience curious about an army career. The assets were used across all of the Army’s print, digital, social, and advertising channels.