The US Army launch Field Tested campaign
Real Army soldiers build skills, teamwork and resilience through hands-on field training in new campaign from TBWA/Chicago.
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The US Army has launched Field Tested, the latest marketing campaign under the Be All You Can Be brand.
Three new films move away from a cinematic portrayal of Army life to immerse audiences in the field – the Army’s real-world training environments – alongside real Soldiers.
Designed to connect with young adults navigating an uncertain future amid a changing job market and rapid advances in AI, Field Tested puts the spotlight on hands-on experience and proven skills that stand the test of time.
The campaign uses an embedded, mixed-media approach to provide an inside view of how the modern Army operates, capturing real training as it unfolds.
Embedded Media: The camera behaves like a participant, capturing on-the-ground moments with real Soldiers in field environments.
Multiple Forms of Media Capture: Handheld and iPhone footage, digital and disposable photography, drone cinematography, and documentary-style moments create a visual ecosystem built around images of Soldiers with an intentionally imperfect, embedded perspective.
Modern Sound Design: Each film features a custom soundtrack with professional voiceover inspired by the energy and texture of modern music videos, and sound effects like rain, wind, engines, and movement.
