"Army Strong" Hispanic Webisodes

How do you get qualified Latino prospects to enlist in the U.S. Army? By showcasing how the Army Strong experience helps them stand out in their community.

My role as copywriter shifted into documentary filmmaker. All footage was unscripted, but I still built a narrative framework through interview questions, scenario conception and location selection.

  • Role ACD, Copywriter
  • For U.S. Army
  • Type Digital Videos hosted on goarmy.com

All Soldiers featured in Army advertising are real. We “cast” them based on the profile of the prospects we wish to attract.

Latinos make enlistment decisions based on collective family feedback. So it’s important to address family “Influencers” as well.

Directed by Pavel Cantú for Aluna Films