WHAT'S YOUR WARRIOR
The award-winning “What’s Your Warrior?” campaign reimagined what it means to serve in today’s U.S. Army, shifting the narrative from duty to discovery. Designed to connect with Gen Z and multicultural audiences, the campaign positioned the Army as a place where purpose, education, and leadership come together to build future experts and innovators. Through bold visuals like “Future Experts Welcome” and “Skills That Scale,” alongside social content celebrating diversity and immersive experiential activations like “Define Your Warrior,” the campaign inspired a new generation to see themselves in the Army’s story. Its innovative and inclusive approach earned national recognition from Adweek and Campaign US for redefining modern military recruitment.
M-RIP POSTERS
The M-RIP initiative was a targeted test-and-learn program designed to use market-specific insights to craft tailored messaging that resonated with local audiences. Focused on five pilot cities: Dallas, Minneapolis, Phoenix, Atlanta, and Boston, the effort aimed to drive stronger awareness and interest in Army career opportunities by connecting with each market’s unique culture and motivations.
SOCIAL CONTENT
Each month’s social content brought the U.S. Army story to life in a way that felt fresh, real, and relatable. Posts highlighted the diverse people, career paths, and experiences that make today’s Army more than what most expect. The goal was to spark curiosity and conversation, showing multicultural and Gen Z audiences that the Army isn’t just a job, it’s a place to grow, lead, and create your own path.
MONTHLY ENGAGEMENT VIDEOS + GIFS
WOMEN’S HISTORY TRIBUTE
A tribute celebrating the trailblazing women whose strength and service have helped shape our nation. During Women’s History Month, we honor those who broke barriers and paved the way for future generations, rising in the #USArmy from roles as nurses and clerks to leading across more than 150 career paths today.
AAPI HERITAGE TRIBUTE
In celebration of Asian American and Pacific Islander Heritage Month, this post honored the pioneering soldiers whose courage and accomplishments have helped pave new paths within the U.S. Army. Their stories of service and leadership continue to inspire soldiers and civilians alike, reminding audiences of the strength found in cultural diversity and unity.
LIFE + INTERESTS
This post highlighted the personal passions and everyday interests that make life in the Army more than just a career, it’s a lifestyle. By showcasing activities like skateboarding, it reminded audiences that soldiers can still enjoy the things they love while serving. The Army encourages balance, individuality, and self-expression, showing that you don’t have to give up who you are to be part of something bigger.
HBCU ROTC CADETS
Focused on education and empowerment, this post celebrated HBCU ROTC cadets who earned U.S. Army scholarships during the 2020 CIAA Basketball Tournament. It spotlighted the Army’s commitment to higher education, leadership development, and the next generation of changemakers shaping their futures through service and scholarship.
DEFINE YOUR WARRIOR - AI EXPERIENCE
Define Your Warrior is an AI-powered immersive experience that invites participants to reimagine themselves as modern warriors through the lens of their own passions and interests. By blending technology with creativity, the activation transforms each individual’s unique hobbies, style, and strengths into a personalized digital poster—portraying them in full Army gear. The result is a striking, shareable visual that redefines what it means to serve, proving that there’s no single mold for a warrior—only the one you create.
3D Face Mapping
LThe 3D Face Mapping experience powered by AI technology brought the “Define Your Warrior” concept to life in a bold, interactive way. Participants stepped into an immersive booth where they selected a warrior archetype that matched their interests, passions, or personality. Using advanced AI-driven 3D scanning and facial mapping, the system captured their likeness and instantly transformed it into a hyper-realistic digital warrior render,complete with customized Army gear and cinematic effects.
As participants struck their warrior pose, the AI generated a personalized 3D poster in real time, merging individual identity with cutting-edge design. Each creation was delivered digitally, allowing users to share their custom warrior persona across social platforms. Surrounding LED screens displayed these AI-generated visuals in motion, turning the space into a dynamic gallery of modern warriors, each one uniquely crafted by technology, powered by imagination.
