The U.S. Army has been facing a brand crisis when it comes to this new generation of recruits. Gen Z is different in every way imaginable than past generations. They’re determined, they’re with purpose, and they are demanding of their leaders and brands. Military life has little to no significance in the future of most of Gen Z, and the Army needed to find a way to shift that thinking; how could we become relevant and how could we resonate with the needs/wants of the future leaders of our country? Our answer was to show the breadth and depth of what the Army offered and to dispose with the stereotypes of what it means to be a soldier.