My role: Concepter, Copywriter

Your Life. With More Meaning. Bold words from this copywriter’s last hooah on the Army account.

The Army discussion boards are a place where prospects can ask difficult questions, connect with peers, and get real, honest answers. This concept illustrated that through an illustrated discussion board dialogue. The whimsical questions and art direction were pretty breakthrough for the Army. We did four versions, each with different copy.

Here's one version. Click for full size.

Here's another. Click for full size.

.

This concept tapped into gaming vernacular. As in video games, users chose from one of several characters. But – are you ready for this? – in the Army Reserve you don’t have to choose. You can be all three. Simultaneously. No joke.

Flash banners linked to customized landing pages based on which character you chose.

Athlete landing page. Click for full size.

Student landing page. Click for full size.

.

.

My role: Concepter, Copywriter

I approached this tough sell  with a simple concept and strong messaging that extended to all three target audiences.