National University wanted a military campaign that spoke to service members as people, not a demographic. I built the messaging around three personas: active-duty service members, veterans, and military spouses. I wrote the copy, then led the project from concept to final delivery. That meant setting the creative and art direction, managing a copywriter and voiceover artist, casting talent and scouting locations that matched the campaign's tone, producing and executing the shoot, retouching, and shepherding the work through post-production. Every choice, from the words to the faces to the places, was made to sound authentic to a military audience.

Services Provided: Creative Direction, Art Direction, Copywriting, Production, Casting, Location Scouting, Voiceover, Retouching, Post-Production