White hats wanted

Over the past decade, cyberattacks targeting the United States have surged 1300%. To protect our nation's energy grids, nuclear facilities, and critical infrastructure, the Army needed to recruit a new kind of soldier—elite hackers who think like the enemy but fight for something bigger.

So we issued a challenge. Hidden in what looked like a routine TV ad was a code—imperceptible to most, irresistible to a few. Those who cracked it were led to a digital gauntlet designed to separate the curious from the truly capable.

In just three months, the challenge drew over 700,000 hacking attempts. Fewer than 1% succeeded. Of those, 30% reached out directly to Army Cyber Command—a conversion rate 15 times higher than the Army average.

Turns out, the best way to find America’s top cyber warriors is to let them find us first.

real footage campaign

Nothing shows life in the U.S. Army quite like the Soldiers living it. So for this campaign, we searched social media to find real posts from real Soldiers—offering an unfiltered look at what Army life is really like, straight from the source.

$40,ooo Bonus spots

i became a soldier

This recruitment campaign targeted recent college graduates with a message that was both aspirational and authentic. By spotlighting the personal and professional possibilities that come with serving, the film struck a chord—not just with potential recruits, but with current and former soldiers who proudly joined the movement by sharing “I became a soldier” signs across social media.

Tunnel Campaign

Directed by Peter Berg, this campaign follows a team gearing up for action. But this isn’t your typical squad—it’s a unit of U.S. Army soldiers preparing for the mission of a lifetime. Because when you join the Army, you don’t just join a team. You join the most important team there is.