in 2015, i helped lead the creative renewal pitch for the marines. working closely with strategy we developed the tagline ‘battles won’. i wrote the creative step up line that informed tied the strategy to the creative—“in every marine, the fight’s never over until the battle’s won.” the creative strategy was to show the marines at home, at war, in community service and in training.
marines
how do you let people know what it’s really like to be in the u.s marines. give them a window into their life in training, at war abroad and through community service. to do this we commissioned real marines for all photos and content. but we curated it all. in the first month we went from zero to over five hundred thousand followers. pretty good for a guy who did'n’t even have an instagram account at the time.
