SOCIAL & EVENT
CONTENT
U.S. MARINE CORPS
Working on the Marines was so eye-opening, not only because it's an advertising icon (everyone has that one commercial that comes to mind when they think "Marines;" here's mine), but also because it's a great exercise in the specific challenges of working for a government entity.
Those challenges pushed us to come up with captivating creative for its recruiting arm under the overarching Battles Won platform.
FOLLOWING THE EAGLE,
GLOBE, AND ANCHOR
The Marine Corps' insignia is the branch's most recognizable symbol. It's a powerful icon imbued with so much meaning for thousands of Marines.
We wanted to introduce the significance of the EGA to new prospects and increase brand awareness. So, we leveraged the popularity of the new-at-the-time IGTV, launching a three-part mini-series formatted for the platform.
The series garnered 200,000 organic views in its first month of airing, exceeding our IGTV benchmarks!
THURGOOD MARSHALL LEADERSHIP INSTITUTE
One facet of UWG's work with USMC was running activations at culturally relevant events. In 2018, they needed me on the ground at the Thurgood Marshall Leadership Institute to gather real-time social content.
My responsibility: Be where the Marines were – panels, career fair booths, speeches – to capture resonant soundbites and visuals that reflected the Corps' ethos.
Some powerful moments? Hearing high-ranking Black women Marines – including the first Black woman Brigadier General – speak to rooms full of Black students full of potential.
SEMPER FIDELIS ALL AMERICAN PROGRAM
SFAAP recognizes high school juniors who excel as athletes, students, and community leaders. Every year, 100 All-Americans get to attend the three-day Battles Won Academy.
We needed to create five :30 promo videos that 1) highlighted the application/nomination period and 2) stoked excitement and maintained engagement.
I helped come up with the concept – Will to Win – guide the visual direction, and wrote the supers and social media copy.
Semper Fidelis All-Americans don't let anything stop them. The battles they face aren't always physical, but their will to win always pushes them to keep fighting. No matter what.
This honor is earned — never given. For those who fight for their victories, who push themselves every single day — to be better students, athletes, and community leaders. These are Semper Fidelis All-Americans, and their will to win deserves recognition.
For Semper Fidelis All-Americans to tackle their biggest battles, they need support. Their mentors inspire and instill a will to win that pushes them toward victory. That's an All-American fighting spirit in action.
Our team needed some "scene fillers" for Battles Won Bootcamp. I volunteered, thinking it'd be a good learning experience. And it was!
I got first-hand lessons in following orders, MCMAP, abseiling, rifle shooting and drilling, team problem solving, early-morning PT – and getting yelled at by drill instructors.
Did I make it as a mini-Marine? Not even close. But not for lack of trying! Pro tip: It's not a good idea to carry people on your shoulders with a bad back. There were tears – lots and lots of tears.
