Client
United States Army
Timeframe
2024 - 2025
Services
Art Direction, Graphic Design, Video Production
Project Overview
I served as a Creative Lead and Art Director for a US Army content team dedicated to monthly recruitment, focusing on lead generation and data-driven strategy adjustments. Before that, I was responsible for creating and managing a library of templates and graphics for the social media team, also fulfilling specific design requests.
For this campaign, all photos and videos were captured from bases around the world. The intent is to share a candid view of the Army experience, with some soldier interviews being the only preplanned content.
Content Pairing
Many posts consist of static content in an Instagram Story paired with a soldier story. Typically, the pair is captured during the same shoot. The following are an examples of this content structure:
Posts that Engage
Static content was designed to inform and engage our audience. Higher performing posts included quizzes, multi-slide informational postss, especially when focused on a specific job (MOS) or career path, and interactive or sharable content.
