Australian Air Force proves its chops for recruitment drive

The initiative, created for Defense Force Recruiting, sets out to offer users insight into life on the Air Force, positioning it as a combat organisation ready to respond anytime, anywhere.

The series documents 250 troops, including cooks, medics and plumbers, as they attempt to travel to the middle of nowhere and build a fully operational airfield for their largest aircraft, a C-17 Globemaster, in just 36 hours. 

The result is a documentary that also serves as an interactive recruitment ad, with each episode containing hotlinks that lets viewers learn more about the featured jobs from the troops themselves.

Creative director Chris Northam said this was the most ambitious project the agency has ever undertaken for the Defense Force.

"The leadership, the hardware, and the way they operate under pressure – it’s seriously impressive," he said. "Now hopefully when people think Air Force, they won’t immediately think of Maverick and Goose."

Kate Mathews, Air Force marketing manager, commented that the project shapes a new era of long form content. 

Credits:

ECD Ben Coulson
Creative director Chris Northam
Copywriter Evan Roberts                 
Art director Chris Northam
TV producer Elizabeth Rocka, Sheridan Bott
Production company @Radical
Director Zach Merck
Executive Producer Ian Fowler
Post production Heckler
Sound production Nylon Studios
Digital creative director Mark Addy
Digital art director Nick Sellars
Digital copywriter Phon Vongdara
Technical director Brendan McMahon
Frontend developer Dilshan DeSilva
Digital producer Jess Krt
Digital designer Janna Mamar, Kota Matsuda, Stephanie Kafkaris