Recruitment Reimagined
A high impact immersive AR recruitment campaign for Canada’s Department of National Defence, designed to engage Gen Z through interactive storytelling and real-life mission simulations.
Client
Department of National Defense
Industry
Federal
Service
Experiential Design
Art Direction
Video Editing
AR Creation
Duration
1 year
OverView
As part of a national recruitment initiative, we helped the Department of National Defence modernize their outreach strategy. Instead of relying on static promotional content, we introduced an immersive AR experience that let users interact with real-life military missions, directly from their phones.
The Challenge
We needed to humanize the recruitment process while addressing skepticism, complexity, and apathy. How could we reposition a traditional institution without diluting its core values?
The Solution
We created an augmented reality experience rooted in authentic scenarios and real-life impact. Through narrative-driven simulation and interactive design, users explored military technology, roles, and missions in a cinematic yet informative format. The campaign launched across digital and on-site activations, earning attention through its immersive appeal and shareable format. I directed the creative execution and user flow across digital platforms and experiential touchpoints. Our team handled motion design, interface architecture, and campaign visuals, ensuring the story of service was compelling, accessible, and emotionally resonant.Role: Led art direction and narrative design in collaboration with Feast and Array of Stars to transform traditional outreach into a future-forward experience.
The Result
The new brand identity and innovative digital design significantly enhanced Elegant Pack’s market presence. The cohesive brand image resonated with their target audience, leading to increased customer loyalty and engagement. The revamped website attracted more visitors, reduced bounce rates, and increased conversion rates. Elegant Pack successfully established a strong, memorable brand identity and an engaging digital platform, solidifying their position as a premium provider in the cosmetic packaging industry.
