360 Integrated Campaign
Client: U.S. Marine Corps
Role: Creative Director

Objective
Increase consideration among women and minority officer candidates by repositioning the Marine Corps brand.

Insight
Traditional messaging around patriotism and duty did not resonate with diverse audiences, who were more motivated by protecting and uplifting their communities.

Idea
Fighting With Purpose reframed service as personal and human—protecting the people you love, not just the country.

Execution
Developed a 360 integrated campaign across TV, digital, mobile, and print to drive brand affinity and recruitment consideration.

Impact
Increased engagement and consideration among multicultural audiences

Strengthened brand perception beyond traditional military stereotypes