The Story: Hollywood has often shown the United States Army in an unfavorable light. The Army wanted to address this head-on with a video game that could show their true story to the audience they most wanted to reach – teenagers. We were tapped to create the brand strategy and bring it to the audience, while working within the US Army brand structure developed by their national agency of record.
The Work: The results included naming and packaging of the game and several follow-up iterations; years of presence at the E3 gaming exposition from inside, outside and above; video and print marketing and a huge mobile tour.
Agency: Ignited Minds