Team DDB and the US Army Aim to Inspire Gen Z to 'Be All You Can Be'

Team DDB and the US Army have launched the 'Be All You Can Be' for American youth with new films that show an unfiltered look at the lives of today’s soldiers.

The films’ cinematic documentary style blends the aesthetic and culture of the Army with relatable human emotions to authentically capture these pivotal moments in a Soldier’s career. Each video demonstrates the possibilities of Army service for gen z by aligning to specific attributes they want to see in their careers – meaning ('First Patch'), skills ('First Target'), and belonging ('First Arrival'). The campaign features real Soldiers, where possible, creating a natural connection point with gen z as they witness the emotions, challenges, and triumphs of their peers in uniform.

The Army engaged an award-winning direction team, Hoffman + Metoyer, known for their work with non- actors to capture real-life moments in a style that intersects documentary, fiction, and experimental cinema. Michael Christopher Brown, a former war photographer with experience directing consumer marketing campaigns, led the direction of the three films with Hoffman + Metoyer.

In addition to the films, the 'First Steps' campaign will be seen in promotional materials and partnerships, including digital, audio, linear TV, and out-of-home ads across national and local media. The new assets show gen z the possibilities of an Army career and highlight the opportunities for them to discover passion, purpose, community, and connection. The new campaign will replace all existing 'Be All You Can Be' assets from the March launch and remain in market through the remainder of the year.