Gen Z isn’t the side-hustle generation out of choice; they can’t afford not to be. But something on the scale of the Army National Guard doesn’t register as an option. They don’t realize that this domestic force, which responds to natural disasters and other emergencies, is a much smaller commitment than the full-time Army.
The pitch: If you want a part-time gig that offers meaning, adventure, and an uncommon dimension to your identity, then let’s see how you look in uniform.
The campaign was based on real emergency-response missions, and featured real Army National Guard soldiers—in both their military and civilian lives.
To dramatize how much you could do in one short weekend, we created these “48 Hours in 4.8 Seconds” social videos as templates for each of the 54 states and territories. Because different areas of the country have unique drills, missions, and natural disasters.
“Don’t piss on the day job.” I said that a lot during creative development, my point being that the Guard isn’t an escape from your normal work week. There’s comfort in the rituals of common work life, and part-time service can be the excitement that balances out it out. With Guard units distributed across all those states and territories, we established a messaging platform and design system that could make this point across thousands of localized executions.
WORK GALLERY
