U.S. Army
THEY ASKED
The U.S. Army is getting more creative with recruitment. In this case, the Army was featured prominently in the Hollywood blockbuster, ‘Independence Day Resurgence.’ The Army asked us to help convince all moviegoers invested in defending Earth from the next alien invasion to consider an actual job in the U.S. Army.
WE ANSWERED
MRM//McCann hired Gravy Boat Regatta to work on an interactive digital experience. The site was the center of a larger co-branded recruitment campaign between 20th Century Fox’s movie, ‘Independence Day Resurgence,’ and the U.S. Army. The site featured four mini-games, each simulating a different role an Earth Space Defense soldier would be asked to perform during an alien invasion. The games provided U.S. Army recruitment with viable leads for specialized roles, including: microbiologists, cryptologists, mechanics, and pilots.
CREATIVE SERVICES
Art Direction
UX/UI Design
Copywriting
Interactive Game Design
The Site
Bio Extract Game
Aerial Recon Game
Code Break Game
Spacecraft Overhaul Game
Case Study
We didn’t produce any of the broadcast TV spots, but every touchpoint in the campaign drove to the site.
CREDITS
Creative Direction | Roberto Santellana + Jonathan Campo + Henry Mathieu
Art Direction + UX/UI Design | Jonathan Campo
Copywriting | Henry Mathieu
Agency Of Record | MRM // McCann (contracted Gravy Boat Regatta)
