Collection // U.S. Army Work
During my time at Weber Shandwick, I helped transform the agency’s U.S. Army digital & social content from work that looked & felt like a dated news program that audiences were not engaging with to elevated content with higher production values & affective storytelling that was connecting with audiences.
I became lead producer over the U.S. Army account within the larger Weber Shandwick agency ecosystem, working across multiple offices around the U.S. with multiple internal production teams each working on different aspects of the account, including offices & teams in Dallas, TX // Seattle, WA // Chicago, IL // Washington, DC // Boston, MA // Minneapolis, MN.
Everything here was created internally. We would concept & pitch ideas, get client approval & then promptly travel around the country to capture everything, immediately return & dive into post to quickly deliver so.much.content. Here are just a few pieces —
NHRA
As part of the U.S. Army recruitment campaign, we focused on the career possibilities of S.T.E.M. and the integration of the U.S. Army with the NHRA Top Fuel Drag Racing Team. Across two different racing seasons we created over a dozen different pieces of content
Army Astronauts
We learned that there were astronauts that came from the Army, so we pitched creating content about them. We spent 2 days at NASA in Houston, TX and followed around two Army astronauts, filmed in Mission Control, saw the incredible training these astronauts go through including training underwater in a submerged space station replica and hung out with badass astronauts.
Flag
The account leads in our office needed a short social piece to post on July 4th, so we concepted, shot & edited this (and a companion piece) within 24 hours and went live the next day.
The two pieces we created were viewed 1,000,000 times on Facebook within 24 hours — an absolute first for the Army account.
It was this piece that helped put our team on the Army’s radar within Weber Shandwick. The client approached the account leads at our office to give us a chance to create their social content, which opened the door to us transforming & overhauling their social content.
SGT Beebe
This story focuses on a fashion designer who is also drill sergeant. This profile video follows SGT Beebe and gives viewers a glimpse into how the US Army has helped her life & career.
AMEDD
Doctors doing breakthrough work. We captured many doctors, across many different hospitals, each doing incredible things, making videos showcasing these medical professionals & their specialty within the Army.