Agency: Karmarama
Date: Jan 2018
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The British Army has launched the latest recruitment campaign to give aspiring recruits the belief and confidence that they can thrive in the Army no matter who they are, or where they come from.

The campaign builds on last year’s This Is Belonging campaign – showing all recruits are welcome and supported in the Army.

It tells the powerful stories of different soldiers who for different reasons, overcome misconceptions that they wouldn’t fit in. Viewers can then explore the soldiers’ stories in more detail through long-form animations online narrated in the soldiers’ own words.


Chief creative officer: Nik Studzinski

Executive creative director: Adam Kean, Dickie Connell, Brian Williams

Creative director: Imogen Tazzyman, James Rooke

Creative team: Meigan Brown & Tobias Owen

Additional credits: Planner (creative agency): Matthew Waksman

Agency producer: Rebecca Hunter, Matthew Towell

Business lead: Charlotte Hodgson

Account director: Will Bright

Account manager: Sophie Coyne

Account executive: Charlotte Allcock

TV production company credits:

Production company: Academy Films

Director: ‘Prayer’ and ‘Pull Up’ - Frederic Planchon

‘Voice’, ‘Letter’, ‘Buckaroo - Si & Ad

Producer: Medb Riordan

Production manager: Gemma Priggen

Director of photography: Justin Brown

1st AD: Jim Cole

Offline editor: Sam Rice-Edwards @ The Assembly Rooms

VFX post house: nineteentwenty

VFX supervisor: Ludo Fealy

VFX producer: Hannah Ruddleston

Audio post production: 750mph

Sound design: Sam Ashwell

Colourist: Jean-Clement Soret @ MPC Sound Design: Sam Ashwell @ 750

Music company: Soundtree


Production company: We Are Royale