DEFENCE FORCE RECRUITMENT CAMPAIGNS
I was one of the creative directors on Defence Force Recruiting between 2018 and 2024. Here are just a few of the recruitment campaigns we created.
AIR FORCE
The research was clear: young Australians had become disenfranchised with their futures (see: cost of living crisis, housing crisis, humanitarian crisis, et al). To get them excited about their career prospects, we challenged them to look up and find inspiration in the skies. The result was a massive spike in Air Force applications.
To find the next generation of Navy drone pilots, we bent reality. These posters combined over 50 images with photo realistic CGI elements, balancing perspective and proximity to show that a drone pilot can see what their shipmates can’t.
RECRUITING DRONE PILOTS
ARMY RESERVE
Army Reserve numbers were down and for one reason: people thought you signed your life away when you joined. But that’s not the case. This campaign demonstrated how you can balance your everyday life with incredible experiences in the Army Reserve.
