We broke the conventions of military recruitment by hijacking one of the Army’s own terms: Regular.

We took the language of ordinary working life, from work trips and office routines to career paths, and collided it with the extraordinary reality of Army life. We replaced the expected military sell with wit, adventure, and a female lead who challenged the very image people had of who belonged there.

The result was a recruitment platform that didn’t just say the Army had changed. It made the advertising itself proof that there was more to the Army than people thought.