CLIENT Ministerie van Defensie
AGENCY SteamTalmark - Wouter Schoone
VIDEO AGENCY Tante Tini
PHOTOGRAPHY Kris Pouw
MOTION GRAPHIC DESIGN Rob Wienk
ROLE Creative / Art Director

Two worlds literally came together when we were asked to develop a new recruitment campaign for the Dutch Ministry of Defence. With my military background, I brought unique insights to the table that worked to our advantage. However, the needs go far beyond infantry. The urgency for people with diverse skills is greater than ever. From drone pilots, chefs, and mechanics to healthcare professionals and communication specialists, this organization truly is a world of its own. 

BRIEF We need military personnel. As part of the Generation D campaign, showcase how individuals can GROW within various branches of Defence—both personally and professionally. The campaign should be accessible to a broad and diverse audience. Show the amount of growth!

INSIGHT When you're a soldier and try to explain your friends what makes a career in Defence so interesting, it’s hard to put into words. It’s the balance between pushing personal boundaries, learning skills you can’t acquire anywhere else, and the unique sense of camaraderie.

CONCEPT Generation D wants to learn everything. We’ll make this growth tangible by visually representing small growth moments directly from the workplace in a concrete and relatable way.

We gathered as many personal growth moments as possible by interviewing military personnel from various ranks and divisions. After reviewing over 80 moments, we selected six to highlight. These moments were filmed and distributed across various channels, including social media, online video (OLV), and display content.