british army - belong
A New Kind of Army
Hearing the word “army” tends to evoke imagery right out of Rambo (or Cobra, or The Expendables, let's just go with Sylvester Stallone). When we were approached with an opportunity to create animations for several stories taken from the lives of real British Army soldiers, we knew we were signing on for something special. Karmarama came to us with authentic narratives captured from interviews with a few soldiers and asked us to deliver five animated recruitment videos that offered an experience true to the lives of British Army enlistees.
As we listened to the soldiers talk about serving in their own words we realized our campaign was not going to be anything like the visions of Rambo that may have come to mind when thinking about traditional army recruitment. Instead we heard soldiers reflecting on what it means to truly belong given that many come from unique backgrounds prior to joining the army. Issues including emotions, religion, sexuality and gender needed to be represented in compelling, compassionate animations. So much for the guns, bombs and blood traditional warmongers have come to expect.
We utilized a mix of several styles of animation in a versatile approach to creating visuals to accompany the voiceovers. All five of the videos were directed by brilliant Art Directors Juliet Park and Heather Lynn-Aquino. They sensed this project could be polarizing because the British Army wanted to outreach to a new generation, one not too keen on perpetuating stereotypes. The team also included Jazeel Gayle as Lead Producer and Brien Holman as Executive Creative Director.
This project was created at WeAreRoyale.