Content Focus

Unlike traditional career fairs or booth activations, Mission Day is an immersive, hands-on demonstration of real ARNG roles and competencies. Scouts don't passively learn; they operate equipment, solve tactical problems, and experience the intensity of Guard work in a controlled environment. This creates authentic moments of discovery, challenge, and pride that resonate far beyond the event.

Assignment

My team converted 2-3 shoot days of in-person engagement into scalable, shareable social content that drives awareness and recruitment interest across 54 state/territory social channels. The challenge is to capture the visceral experience from beginning to end, on the focus, the teamwork, the "aha" moments in social assets that drive viewership, engagement, and ultimately, prospect interest. This content will serve as a proof point for ARNG recruitment and brand positioning for ARNG as a launchpad for multiple career paths and leadership identities. We recommend ARNG recruiters share this on their own pages in conjunction with local events, and while sample copy is provided, we encourage adjustments to their own individual voice.

Deliverables

• 1 sizzle, YTL

• 1 teaser, YTS (15 sec)

• 1 repurpose teaser as IGR (60 sec)

• 1 IG carousel of retouched stills

Unit / Team

• Prime Agency : TBWA + FleishmanHillard

• FleishmanHillard’s Role : Video Production (Pre + Post) + Social Media / Marketing & Advertising

• Direct Role : Creative Director