BRITISH ARMY: BELONGING

///

My Role: Direction / Art Direction / Concept / Storyboarding / Design & Illustration

Client: THE BRITISH ARMY

Agency: KARMARAMA
Produced By: WE ARE ROYALE

BRITISH ARMY: BELONGING- FAITH

A NEED TO BE INCLUSIVE

The agency Karmarama and the British Army approached We Are Royale and team with an ask to create a recruitment campaign that allowed for diversity, belonging, and were based on the experiences of real British Army soldiers. 

CONCEPT & STRATEGY:

We wanted to emphasize that we can all find a place where we belong, so the idea was to set an emotional stage by crafting narrative sequences that tap into our emotions. This required characters with struggles, the journey to face their problems, and conquering these hardships. We visualized a story of being heard, a journey claiming one’s cultural identity, and a narrative of being human to feel what one naturally feels. Because the stories came from real British soldiers, the approach was to highlight each voice by utilizing distinct looks, varied styles of animation, and different color palettes per testimonial. As this project would push boundaries, we wanted to carefully craft each sequence by communicating the strength in the stories and the embrace of belonging.

BRITISH ARMY: BELONGING- EMOTIONS

FROM SKETCHES TO FINISHED ANIMATIONS

There are 5 different videos for this campaign. The talented art director Heather Lynn-Aquino and I worked alongside each other to direct the project. While overseeing all videos, I took on directing Faith and Emotions and heavily illustrated for Faith, Emotions, and Gender. While working with the team at Karmarama and leading the artists at We Are Royale, I was able to touch on many areas of production. Envisioning the sequences, storyboarding, diving into character designs, illustrating scenes, directing animation, and creating end tags were some of the many tasks on my plate. Collaborating with the creative audio studio and taking a look at the overall color correction were ways to bring each animated sequence together.

BRITISH ARMY: BELONGING- GENDER

THE RESULT

Along with the finished animated pieces, social assets were built out for the campaign. Whether it was talk of tastefully created illustrations and animations or more awareness of being inclusive, the campaign sparked a lot of conversations about how the British Army was taking a very different angle on speaking to their audience, emphasizing that there’s a place for everyone. The work was highlighted across many sites such as CNN and Stashmedia.