THIS IS FOR YOU
Canadian Armed Forces’ first values-driven recruitment campaign, built to reflect a generation, not command it.
Client
Department of National Defense
Industry
Federal
Service
Art Direction
Video Production
Brand Identity
Web Experience
Duration
5 years
OverView
As Lead Art Director, I helped reframe military service for a new generation.This campaign humanized the Canadian Armed Forces and elevated career awareness through cinematic visuals, platform-native storytelling, and an AR-powered digital experience. It marked a generational shift in how the CAF communicates with Canadians.
The Challenge
Gen Z and Millennials weren’t buying the old-school combat narrative. Most didn’t even know there were 100+ non-combat CAF careers. The brand felt unrelatable—and trust in its culture was at a low.
The Solution
We flipped the recruitment script. Instead of telling young people to “serve,” we asked what drives them. I developed a modular visual system that mapped CAF personas (The Humanitarian, The Adventurer, The Protector) to platforms and content journeys—from Instagram scrolls to an interactive AR career mission app.
The Result
106% increase in applications 105% jump in conversion rate 20% drop in CPC Shifted perception of CAF careers from combat-heavy to values-aligned, purpose-driven
