Best Military Online Video

Word-of-mouth let First Command grow their client base for over 60 years, but increasing competition and a hard-to-impress military audience meant it was time to embark on a more strategic approach. Focusing on early career officers, military spouses, and veterans, our goal was to reach a wider military audience with a campaign that faithfully reflected their values.

We were eager to introduce a broader audience to First Command by connecting financial planning to the reasons that matter most to those who serve. But we were also mindful that details matter to a military audience. To be embraced, we had to get the details right.

Along with military experts who helped us create stories that rang true, we followed the stringent visual guidelines of the Department of Defense. We avoided the shortcuts that annoy military members and their families, and we worked around restrictions on casting, wardrobe, set designs, and even camera techniques. Authenticity came first.

Through beautiful cinematography, backed by original scores, we captured key moments that evoked both the experiences and values of military life.

Contributors:

Creative Director:	Andrew Zoller
Strategy Director:	Russ Rickey
Senior Account Manager:	Krysten Schmid
Producer:	Lauren McDole
Art Director:	Cam Benedict
VP, Head of Production:	Alissa Hansen
Senior Producer:	Amanda Duke
Director of Photography:	Tom Kucy
Photographer:	Colin Way
Director:	Ryan Bowman

CRITICAL MASS

Website: www.criticalmass.com

Location: US

About the Agency:

Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories. We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries). We’re Critical Mass, but our friends call us CM. Please call us CM!